The Residential Specialist, July/August 2014

LIVING IT UP Rising above the competition in the high-rise condo market

residential

july + aug

B US I N E S S I N TELL IGE N CE FOR THE CR S PROFE S S IONA L

2014

THE

SPECIALIST ALSO IN THIS

ISSUE

CRS-002

the many roles of a CRS avoid marketing overload the new construction market

learn to dress for success tips to keep your brand fresh the return on social media

intelligence and

integrity

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contents LIVING IT UP

18

A little specialized knowledge will have you towering above the competition in the high-rise condo market.

By Daniel Rome Levine

July 20 Aug 14

features 22 ROLE PLAY

What does it take to be recognized as a trusted advisor in today’s competitive housing market?

By Regina Ludes

SLAM DUNK OR SPAM JUNK?

26

How to walk the fine line between keeping clients informed and annoying them with information overload.

By Gwen Moran

CONSTRUCTION ZONE

A national and local look at the new construction market.

30

By Gayle Bennett

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The Council of Residential Specialists

crs.com

1

July Aug

contents

July 20 Aug 14

departments

9

4 VANTAGE POINT

By Ron Canning, CRS

5 SHORT LIST

The effects of urban sprawl, the top relocation destinations and top cities for job growth

9 COOL STUFF

Take control of your schedule with these time management products

10 SMART SOLUTIONS

10

Measuring ROI for social media

By Cheryl Winokur Munk

12 INSIDE TRACK

Dressing for success in your local market

By Mary Ellen Collins

14 WINDOW OF OPPORTUNITY When is it time to revamp your brand?

By Clare Curley

16 PEER TO PEER Philip Becker, CRS, Becker Properties, San Antonio, Texas

34 WORK + LIFE

34

inside CRS 37 NEWS FROM THE COUNCIL

Three new One-Day Essentials courses focus on core skills; CRS Week is approaching

Agile Selling: Get Up to Speed Quickly in Today’s Ever-Changing Sales World, by Jill Konrath

40 CRS CONNECT

Review by Allan Fallow

48 ASK A CRS

5 Culinary Adventures to Whet Your Appetite Destination cooking school vacations offer a flavorful way to explore new cultures through their cuisine

Advice from the country’s top agents

37

TR S MAG. C OM THE RESIDENTIAL SPECIALIST ONLINE Visit the new website at trsmag.com to access the digital edition of The Residential Specialist.

ONE-DAY ESSENTIALS

BY THE NUMBERS

Visit trsmag.com to access a video featuring Alyce Dailey, CRS, describing her experience with the new One-Day Essentials courses.

How many NAR members use social media or have a blog? Check out more information on the Smart Solutions topic available only at trsmag.com.

Coming Next Issue ...

B US I N E S S I N TE L L I GE N C E F OR TH E CR S PR OFE S S I O NA L

Marketing to the Next Generation Gen Y has come of age — what can agents do to better reach and serve this demographic?

Should You Diversify or Specialize?

How do agents decide whether to serve one niche market or focus on everyone?

EDITOR Michael Fenner mfenner@crs.com Tel: 800.462.8841 2014 COMMUNICATIONS ADVISORY PANEL Moderator: Clark Niblock, CRS Co-Moderator: Lois Cox, CRS 2014 COMMUNICATIONS ADVISORY PANEL MEMBERS Darlene Price Bailey, CRS Richard Bradford, CRS Gretchen Conley, CRS Clyde Cooper, CRS John Cotton, CRS Geri Kenyon, CRS Michael Maher, CRS Colleen McKean, CRS Michelle Rosenkoff, CRS John Stark, CRS Darlene Stouder, CRS Patricia Tasker, CRS Marylea Todd, CRS Kristin Triolo, CRS Beverlee Vidoli, CRS CONTRIBUTING WRITERS Gayle Bennett Mary Ellen Collins Clare Curley Daniel Rome Levine Regina Ludes Gwen Moran Cheryl Winokur Monk OFFICERS: 2014 President Ron Canning, CRS Chief Executive Officer Lana Vukovljak 2014 President-Elect Dale Carlton, CRS 2014 First Vice President Janelle Pfleiger, CRS 2014 Immediate Past President Mary McCall, CRS

PUBLICATION MANAGEMENT 847.205.3000 www.glcdelivers.com Publishing Manager Phil Malkinson Art Directors Scott Oldham Ivette Cortes Advertising Manager Michael J. Mrvica M.J. Mrvica Associates, Inc. 856.768.9360 mjmrvica@mrvica.com The Residential Specialist is published for Certified Residential Specialists, General Members and Subscribers by the Council of Residential Specialists.

The magazine’s mission is: To be a superior educational resource for CRS Designees and Members, providing the information and tools they need to be exceptionally successful in selling residential real estate.

The Residential Specialist is published bimonthly by the Council of Residential Specialists, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092.

Periodicals postage paid at Chicago, IL, and additional mailing offices.

Change of address? Email requests to crshelp@crs.com, call Customer Service at 800.462.8841 or mail to CRS at the above address.

The Residential Specialist (USPS-0021699, ISSN 1539-7572) is distributed to members of the Council as part of their membership dues. Non-members may purchase subscriptions for $29.95 per year in the U.S., $44.95 in Canada and $89.95 in other international countries.

All articles and paid advertising represent the opinions of the authors and advertisers, not the Council.

POSTMASTER: Please send address changes to: The Residential Specialist, c/o Council of Residential Specialists, 430 North Michigan Ave., Suite 300, Chicago, IL 60611-4092.

COPYRIGHT 2014 by the Council of Residential Specialists. All rights reserved. Printed in U.S.A.

crs.com

How Do You Prove Your Value?

How do you justify your value as a talented and experienced real estate professional?

The Confidence Code Learn what women should know about the science and art of self-assurance.

PLUS:

Highlights from the Inman Real Estate Connect Conference

Would you like to be a source for a future story in The Residential Specialist? Send an email to

mfenner@crs.com to be added to our potential source list. To see a list of the topics we’ll be covering, check out the magazine’s 2014 editorial calendar online at crs.com.

Who on your team could benefit by receiving a personal copy of The Residential Specialist?

STAY INFORMED The Council of Residential Specialists provides superior education, exceptional networking opportunities and critical resources.

The Council’s flagship magazine, The Residential Specialist, delivers the latest industry trends, success stories and proven strategies to grow your business.

To subscribe for yourself or a colleague, call 800.462.8841.

Note: Members of the Council of Residential Specialists receive the magazine as part of their member benefits.

[vantage point]

from the desk of Ron Canning, CRS, 2014 president

growing

THE GRASS ROOTS



CRS chapters are the grassroots organizations that support individual CRS members and the Council as a whole. The dedicated members of the 54 CRS chapters exemplify the “get involved” spirit that helps drive CRS. By joining a local CRS chapter, REALTORS® can glean even greater value from their CRS Designation or general membership. The national CRS network is a big asset to all members, and local CRS chapters really bring the organization home.

Chapters present members with a host of networking opportunities where you can create meaningful, long-term relationships with your peers — the best agents in the business. They not only share ideas and best practices with one another, they build a valuable referral network

while doing it. And “ Chapters present involvement in members with a chapter leadership often serves as an important host of networking stepping stone to help opportunities where designees reach leadyou can create ership positions in the national organization. meaningful, longAs sponsors of CRS term relationships courses, chapters help deliver the top real with your peers.” estate education in the world, taught by some of the most experienced and talented instructors — often at reduced rates for members and designees. While attending courses or chapter events, you can learn directly from your peers about what works — and what doesn’t — in their local area.

Chapters also give back to the community through the humanitarian “Chapter with a Heart” program. Their donations benefit a host of charities, including Habitat for Humanity, Special Olympics and the American Cancer Society, among many others.

I had the privilege of serving as both a CRS chapter president and a regional vice president, and I encourage all of you to get involved with your local chapter. You’ll be glad you did.

Find more information about chapter programs at crs.com/about-us/chapters.

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[short list]

+ industry headlines + statistics + trends

IT’S A

sprawl world 

Urban sprawl has long been a pet cause for public transit and urban planning activists, and new research sheds some light on the effects of sprawl on Americans’ quality of life. A study by Smart Growth America has linked sprawl to physical inactivity, obesity, traffic fatalities, poor air quality, high residential energy use, long emergency response times, increased teenage driving and high private-vehicle commute distances and times.

The latest study, Measuring Sprawl 2014, examines the effects of sprawl in 221 metropolitan areas in the U.S. based on four primary factors: residential and employment density; neighborhood

Source: U-Haul

RELOCATION DESTINATION Houston ranked as the No. 1 destination for families who moved last year for the fifth year in a row, according to a research report by U-Haul. Orlando, Fla., was the second-place destination for moving families, while Las Vegas and Chicago ranked third and fourth, respectively. U-Haul says the report was compiled from more than 1.7 million one-way U-Haul truck transactions occurring during a recent 12-month period.

mix of homes, jobs and services; strength of activity centers and downtowns; and accessibility of the street network.

The study shows that residents who live in compact, connected metro areas have greater economic mobility.

Individuals in these areas spend less on the combined cost of housing and transportation, and they have greater options for the types of transportation to take. In addition, residents of compact, connected metro areas tend to live longer, safer and healthier lives than their peers in metro areas with sprawl. Obesity is less prevalent in compact counties, and fatal car crashes are less common.

Top 20 Destinations 1. Houston 2. Orlando, Fla. 3. Las Vegas 4. Chicago 5. San Antonio

6. Austin, Texas 7. Brooklyn, N.Y. 8. Philadelphia 9. Columbus, Ohio 10. Kansas City, Mo.

20 14

11. San Diego 12. Dallas 13. Sacramento, Calif.

14. Charlotte, N.C. 15. Phoenix

The Council of Residential Specialists

crs.com

16. Tampa, Fla. 17. New York City 18. Jacksonville, Fla. 19. Indianapolis 20. Tucson, Ariz.

5

July Aug

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65 +

Homebuilder confidence in the market for single-family homes for people age 55 and older continues to rise, according to the National Association of Home Builders (NAHB). The index that measures builder confidence in this market segment reached its highest + industry headlines first-quarter reading since the inception of the index in 2008, and it was the 10th + statistics consecutive quarter of year-over-year improvements. + trends 83.7 The fact that builders see this as a big opportunity should come as no surprise. The nation’s 65-and-older population is million projected to reach 83.7 million in the year 2050, almost double the 2012 level of 43.1 million, according to the U.S. Census Bureau. A large part of this , 2012 n o growth is due to the aging of baby boomers (individuals born in the United States i t ul a p between mid-1946 and mid-1964), who began turning 65 in 2011 and are now po driving growth at the older ages of the population.

“The 55+ segment of the housing market is stronger now than it was a year ago,” says NAHB chief economist David Crowe, “helped by factors like rising house prices, which has increased owners’ equity and allowed them to buy in a 55+ community.

But there are still some headwinds hampering a stron43.1 million ger recovery, as builders in many markets are facing tight credit conditions and a lack of lots and labor.”

INVESTMENT

blues



Rising prices and decreased availability of discounted distressed properties slowed the housing investment market last year, according to NAR’s 2014 Investment and Vacation Homebuyers Survey. Investment-home sales fell 8.5 percent in 2013, which may be due to a decline in the inventory of once-plentiful and inexpensive foreclosure, REO and short-sale properties available for sale.

Investment sales represented 20 percent of all sales in 2013, down from 24 percent in 2012, but the median investment-home price was $130,000 last year, up 13 percent from $115,000 in 2012. Cash purchases accounted for 46 percent of investment-home transactions in 2013.

“In 2011 and 2012, investment property was a no-brainer because home prices had sharply over-corrected during the downturn in many areas, creating great bargains that could be quickly turned into profitable rentals,” NAR chief economist Lawrence Yun says. “With a return to more normal market conditions, investors now have to evaluate their purchases more carefully and do their homework.”

July Aug

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50 20

BOOMING MARKET

[short list]

U.S .

5+ p

WHERE THE JOBS ARE REALTORS® know the important role a robust job market plays in driving home sales.

So which big cities feature the strongest job markets?

Forbes magazine ranked the top big cities for projected job growth in 2014 based on several factors: current growth of employment rates; mid-term growth (the average annual rate from 2008–2013); long-term trends; and a 10-year average. Three of the top-ranking cities are in Texas, while two are in California.

Top 10 Cities for Projected Job Growth 1. San Jose–Sunnyvale– Santa Clara, California 2. San Francisco–San Mateo–Redwood City, California 3. Austin–Round Rock– San Marcos, Texas 4. Raleigh–Cary, North Carolina 5. Houston–Sugar Land– Baytown, Texas 6. Nashville–Davidson– Murfreesboro–Franklin, Tennessee 7. New York City, New York 8. Orlando–Kissimmee– Sanford, Florida 9. Dallas–Plano– Irving, Texas 10. Denver–Aurora– Broomfield, Colorado

Source: Forbes magazine

U.S. 6

56 % of new homeowners wish they had been ar

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med with more knowledge about the financial aspects of purchasing a home.

second

THOUGHTS 

Many recent homebuyers would make different choices if they had a second chance, according to a study commissioned by JPMorgan Chase & Co. New homeowners say they wish they had done more homework at the outset of their home search and purchase process. Nine of every 10 buyers felt prepared when they bought their home, but in hindsight, 56 percent wish they were armed with more knowledge about the financial aspects of purchasing a home, such as the closing process (22 percent), making an offer and negotiating (19 percent) and financing (15 percent).

Many recent homebuyers were surprised by how long the home-buying process took: 40 percent say it took longer than they expected. And while more than 80 percent of buyers had considered their home move-in ready, 76 percent have done or are planning to do renovations to their home in the near-term.

Two-thirds of recent homebuyers sought advice from real estate agents, the study finds.

“While consumers said they felt prepared to buy a home and were satisfied with their home purchase, our results found that there are challenges and areas for improvement,” says Lisa Foradori, chief marketing officer for Chase Mortgage Banking. the process took 40% say longer than expected.

Highest Median Price*

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The median sale price of a single-family home nationally was $191,600 in the first quarter of 2014, according to NAR. But the price difference between the most-expensive and the leastexpensive U.S. metro area is huge. For the cost of a median-priced home in the most expensive city, San Jose, California (median home price $808,000), a homebuyer could purchase 12 median-priced homes in the cheapest metro area, Youngstown–Warren–Boardman, Ohio ($64,600).

m 6 an, 4 O ,6 h 0 io 0

LOCATION REALLY DOES MATTER

Source: NAR *Median price in the first quarter of 2014

Lowest Median Price*

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VACATION DAYS

[short list]



In yet another sign that the economy may have turned the corner, sales of vacation homes posted big gains in 2013, according to the National Association of REALTORS® (NAR) 2014 Investment and Vacation Homebuyers Survey. Vacation-home sales accounted for 13 percent of all transactions last year, the highest market share since 2006.

The study finds that vacation-home sales rose 29.7 percent last year, to 717,000 units, up from 533,000 units in 2012. The median

DISTRESSED SALES FALL PRICE GROWTH SLOWS

Market numbers in context

WHAT’S TRENDING

+ industry headlines + statistics + trends

vacation-home price was $168,700, up 12.5 percent from $150,000 in 2012.

The improvement in the vacation-home market was expected, NAR chief economist Lawrence Yun says. “Growth in the equity markets has greatly benefited high-net-worth households, thereby providing the wherewithal and confidence to purchase recreational property,” he says. “However, vacation-home sales are still about one-third below the peak activity seen in 2006.”

Distressed home sales fell from 26 percent of the U.S. home sales market in 2012 to 17 percent in 2013 and 15 percent in the first quarter of this year, according to NAR. The group expects distressed sales will account for just a single-digit market share by the end of the year.

All-cash home purchases, meanwhile, rose from 29 percent in 2012 to 31 percent in 2013 and 33 percent in the first quarter of this year.

This could reflect increasing consumer confidence as the economic recovery continues.

“Distressed home sales, popular with investors who pay cash, have declined in the past two years, yet the share of all-cash purchases has risen,” says NAR chief economist Lawrence Yun. “A majority of foreign buyers pay cash as well, and the five-year bull run of the stock market has provided financial wherewithal among higher-wealth households,” Yun says.

AFFORDABLE — FOR MOST

Home prices continued to rise in most U.S. metropolitan areas in the first quarter of 2014, albeit at a slower rate, according to NAR. The national median existing single-family home price was $191,600 in the first quarter, up 8.6 percent from $176,400 in the same period a year ago. Home prices had risen 10.1 percent in the fourth quarter of 2013 compared to Q4 2012.

The median existing single-family home price rose in 125 of the 170 metro areas tracked

by NAR, with 37 cities posting double-digit increases and 45 cities recording declines.

“The cooling rate of price growth is needed to preserve favorable housing affordability conditions in the future, but we still need more new-home construction to fully alleviate the inventory shortages in much of the country,” says Lawrence Yun, NAR chief economist.

Stable mortgage rates and lower median home prices gave housing affordability a slight boost in the first quarter, according to the National Association of Home Builders (NAHB)/Wells Fargo Housing Opportunity Index.

The study finds that 65.5 percent of new and existing homes sold through March this year were affordable to families who earn the U.S. median income of $63,900. That’s an increase from the 64.7 percent recorded in the fourth quarter of 2013. The national median home price declined 4.9 percent in the first quarter, from $205,000 to $195,000, but interest rates remained virtually unchanged.

“As home prices and mortgage interest rates are unlikely to go down, the first quarter (index) is another indicator that this is an opportune time to buy,” NAHB Chief Economist David Crowe says.

In the last year, the national median existing single-family home price has increased 65% by an average of

In one quarter, the affordability index of new and existing homes increased by

IN SUMMARY… Since 2012, distressed home sales have declined

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%

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13.

0.8%

MAKING

[cool stuff]

acquisitions on a theme

15.95

$

time

QUICK READ

TOMATO TECHNIQUE

Eat That Frog by Brian Tracy is a collection of 21 tips to help you fight procrastination. The title refers to one of these tips, which suggests the first task you tackle each day should be your most unappealing task, so you don’t spend the rest of the day avoiding it. And at 128 pages, the book doesn’t take long to make its points and it contains a lot of insight for the time investment.

briantracy.com

TeamViz is a time management app that provides support to users of the Pomodoro Technique, a productivity method developed by Italian entrepreneur Francesco Cirillo in the 1980s. The technique involves breaking your work into smaller, timed pieces and taking breaks once that time is up. To facilitate the process, timers are used, but the TeamViz app goes a step further, offering not only timers, but also a task management system. The Lite version: technique’s name comes from the Italian word for free; pro tomato — pomodoro — because Cirillo originally used version: $ 99 1. /month a tomato-shaped egg timer. teamviz.com

THOUGHT LEADER

Since its release in 2002, David Allen’s Getting Things Done, or GTD, has inspired countless people to adopt its method for working more efficiently. The system is focused on getting your tasks out of your head and into a reliable system so you can concentrate on what needs to be done.

The five-step program is so popular it has spawned numerous compatible products, from other books to software.

$

gettingthingsdone.com

With so many distractions pulling you in different directions throughout the day, staying on task and getting work done isn’t easy. If you find there’s not enough time in the day to complete everything that you hope to accomplish, the following time management products can help you take control of your schedule so you can spend more time on the tasks that matter most.

9.00

SAVE YOUR TIME

RescueTime software, which is available on Mac, PC, Linux and Android mobile devices, records what you are doing on your computer and how long you do it. This information is then crunched by RescueTime’s software and displayed in charts and datasets.

Lite version:­ The idea is you can find out where you free; are losing productivity throughout the premium version: day and shift $ 9/month accordingly.

It even has built-in metrics that will tell you which activities were “very productive” and which were “very distracting.” rescuetime.com

timeplannerapp.com

SIMPLE ORGANIZATION

Things for Mac is one product inspired by the Getting Things Done philosophy. This task management software offers robust organizational tools that allow you to quickly add and sort tasks from any platform on which you use the software. Arguably its most important feature, however, is its ease of use, as creators Cultured Code claim the interface is so intuitive that you don’t need a manual to learn it.

29.95

$

KEEPING TIME

Regular version: free; pro version: $ 99 4.

49.99

culturedcode.com/things

SMART SCHEDULING The TIME Planner app combines the functionality of a time tracker with your daily schedule. The app can compare how long you actually spend on tasks to the time you allot for them, to determine your efficiency.

The app then displays the collected data in charts and diagrams, which can be broken down into different time periods.

$

The Time Timer works a lot like a standard timer, but with one major difference: an easy-to-see red circle that gets smaller as the timer ticks down. This gives you a very simple way to quickly determine how much time you have left. timetimer.com

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[smart

solutions]

streamlining your business through technology

INTANGIBLE

returns

CRSs say social media is a business necessity even though measuring return on investment can be challenging.

By Cheryl Winokur Munk



Emily Medvec, CRS, estimates 30 percent of her business comes from her social networking efforts. She believes the time she spends on Twitter, Facebook and her blog communicating with prospective customers and clients is far more valuable than gambling that someone will show up at a three-hour open house.

Social media “builds long-term relationships,” says Medvec, an associate broker with Keller

TRACKING SUCCESS

It’s important to have some way to measure how social media is working for your business. Even if you can’t point to specific sales, you can track the effectiveness of your social media campaigns in other ways, using any number of free online analytics tools. Here are a few of them: ÄÄ Facebook Insights finds anonymized demographic data about your audience and how many people are viewing and responding to your posts, provided you have at least 30 page likes. facebook.com/help/ search/?q=insights

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number into a website to buy a house. That transaction is completely different than going from Facebook to an e-commerce site,” says Gaby Piazza, vice president of sales and service at Likeable Local, a Manhattan-based company that helps small businesses manage social media.

Certified residential specialists measure ROI in a number of different ways. Like Medvec, Kay Hunt, CRS, a broker with Realty Pro Inc. in Vancouver, Washington, keeps careful track of all referrals and can attribute about 16 percent of her completed home sales last year to her social media efforts, up from about 8 percent in 2012.

While only a small percentage of her business, Hunt believes it’s worth the maximum 20 minutes or so a day she devotes to developing her public persona and engaging in conversations with clients and prospects ÄÄ Google Analytics helps evaluate visitor traffic across to foster relationships. ads and videos, websites and social tools, and tablets Other CRSs use and smartphones. google.com/analytics various free online ÄÄ TweetReach gathers intelligence about who is talking about what you’ve shared on Twitter, how many people saw analytics tools (see sidebar) to track their it and who. tweetreach.com effectiveness at buildÄÄ Social Mention monitors scores of social media outlets, ing brand awareness including Twitter, Facebook, FriendFeed, YouTube, Digg and Google, allowing you to track and measure your social or bolstering referrals through social media. media effectiveness. socialmention.com

Williams Realty in Santa Fe, New Mexico. “That’s where my business always comes from.”

More and more real estate professionals are using social media personally and professionally to connect with clients and prospects.

Seventy percent of REALTORS® say they have had a website for at least five years, 12 percent say they have a real estate blog and 56 percent of members report they are using social media, according to the National Association of REALTORS® (NAR) 2013 Member Profile. One thing many in the field struggle with, however, is how to measure the return on their investment.

“It’s not necessarily tangible. You can’t necessarily track someone interacting with an agent’s page and then punching his credit card

Jeffrey Costello, CRS, for instance, knows that people have learned about open houses from his Facebook page and attended them. The co-leader of Costello & Costello Real Estate Group, a team within Keller Williams Realty in Bellevue, Washington, can also point to at least one sale he’s made from a Facebook listing.

A delicate balance

To be sure, it is a juggling act to maintain a solid social media presence and not spend inordinate amounts of time to the detriment of business. For Costello, the answer was to hire a full-time marketing person whose primary job is to post on Facebook, edit and publish a WordPress blog and disseminate information on Twitter, LinkedIn, Pinterest and YouTube.

“I just don’t have the time to do it and run a successful real estate

business,” Costello says.

Other CRSs prefer to go it alone, carefully balancing their social media activities with other daily tasks, squeezing in time while in line at the grocery store, bank or DMV. “It doesn’t have to take up your whole day, nor should it,” says Hunt.

Bill Lublin, CRS, a licensed real estate broker who owns a seven-office Century 21 firm in Philadelphia, understands that not all CRSs like social media in the same way that not everyone likes dark chocolate. But he’s a big proponent, now that he receives more referrals from consumers and real estate professionals around the country than he ever did before social media. “If you’re not at the party, you never get the opportunity to sing Happy Birthday.”

THE HIDDEN COST OF SOCIAL MEDIA

You may not be budgeting money to spend on social media, but there’s still a price. “It’s going to cost you time, if you’re going to do it effectively,” says Gaby Piazza, vice president of sales and service at Likeable Local, a Manhattan-based company that helps small businesses manage their social media presence. Consider these tips: ÄÄ Make sure to post things that are relevant to you as an individual, or your business — not extraneous information such as what you ate for breakfast. ÄÄ Don’t over-promote your listings or people will tune you out. ÄÄ Have a thorough social media plan so you’re using your time most effectively. ÄÄ Seek outside help from a marketing firm that specializes in social media.

The Council of Residential Specialists offers a course to help CRSs get the most out of social media. For more information, visit crs.com/education/courses/ navigating-social-media-maze.

Cheryl Winokur Munk is a freelance writer and editor based in West Orange, New Jersey.

G A D G E T I N S P E C T O R high tech tools & toys

THE BLACK+DECKER AUTOSENSE DRILL IS A SMART TOOL

For more information, visit autosense.blackanddecker.com.

The retail price is $99.99.

The Black+Decker AutoSense drill incorporates new technology to create a truly futuristic drill.

Its most unique feature is AutoSense, which lets the drill stop on its own when a screw is flush with the surface. It also includes depth control, which uses short bursts to allow for precise adjustment. In addition to these features, the drill also includes an LED light to illuminate dark surfaces and a battery indicator so you can easily tell when it needs to be recharged.

THE TOMTOM RUNNER CARDIO TRACKS YOUR DISTANCE AND YOUR HEART The TomTom Runner Cardio is a GPS watch that also tracks your heart rate. For runners who are interested in tracking their performance, it’s the perfect tool. The built-in monitor eliminates the need for a chest strap or other style of heart rate monitor, and TomTom’s GPS functionality lets you track your distance and speed. In addition, the data from the heart rate monitor is tied to the GPS data, so you don’t need to worry about syncing with another device if you’re looking for detailed metrics on your run.

For more information, visit tomtom.com.

The list price is $269.99.

THE PHILIPS DOT SPEAKER GOES ANYWHERE The Philips Dot speaker is a portable Bluetooth speaker that is resistant to both shock and water. At about 4 inches tall and 1.25 lbs, it’s easy to take with you the next time you’re heading to the beach or going camping, and you don’t have to worry about it getting wet. Its unique bowl shape lets you rest it vertically or on its side when playing music, and resting it with the speaker facing down automatically turns the unit off. In addition to Bluetooth, the speaker has a 3.5 mm audio-in jack, and a rechargeable battery that lasts eight hours.

For more information, visit usa.philips.com.

The list price is $59.99.

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[inside track]

THE

what’s trending in real estate

RIGHT

fit

Dressing for success in your market

knowledge is if they’re distracted by my clothes,” he says.

By Mary Ellen Collins



“If a person walked into our office and was met by someone in a suit, they’d think they were meeting an attorney instead of a REALTOR®!” says Sara Austin, CRS, and Broker/Owner of Summit Resort Real Estate in Dillon, Colorado. Like many agents in that resort area, Austin sports a “mountain casual” style that consists of jeans, a fleece vest, a turtleneck and boots. That look would raise eyebrows in New York among Park Avenue REALTORS®, proof that dressing for success is not a onelook-fits-all proposition.

Agents agree they should dress professionally, but the definition of professional varies widely. Three CRSs with different styles offer a look into their closets and explain the rationale behind their sartorial choices.

Project Authority

When Brad Allen, CRS, ABR, the Broker/Managing Partner of The Art of Real Estate in Columbia, South Carolina, entered real estate in 2006, he wore jeans, a buttondown shirt and dress shoes. “I was the guy who said, ‘Clients aren’t

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Create a Signature

buying me for my clothes, but for my knowledge,’” he says. “Everyone on our team was young, and we were trying to differentiate ourselves from the people who wore the typical blue oxford-cloth shirt and a cheesy tie.”

He traded the jeans for slacks about two years ago because “I wanted people not to judge me before they heard me. The youngest broker-in-charge I know in town is 50 and I’m 30. I want people to think, ‘He might be young, but he has his stuff together.’” He has also added a bow tie to his daily ensemble of slacks and a button-down shirt; and he goes without a jacket because of Columbia’s heat and humidity. On Fridays, he might opt for business casual with chinos, loafers and a button-down shirt without a tie, but jeans no longer have a place in his work wardrobe. “The longer I’m in this business, the more I realize that clients don’t care what my

Professional dress enhanced by an interesting accessory can actually make you memorable, as a fedora did for Sandra Nickel, CRS, owner and founder of the Sandra Nickel Hat Team, REALTORS® in Montgomery, Alabama.

When she was a new agent in 1982, she went knocking on doors on an uncharacteristically chilly 4-degree day. One elderly man pulled a tweed fedora from his closet and told her to put it on and keep it on until the weather warmed up. Within several months, someone called her office asking for “the woman with the hat,” and the rest is history.

She wears a fedora with a dress or structured suit every day. Her style reflects the formality of the south and the image she wants to project. “My overall look is very tailored and businesslike, and it says I’m a professional with integrity, and I’m very serious about getting the job done,” she says.

Nickel wouldn’t dress casually in order to make clients more comfortable. “People who are entrusting us to guide them

through one of the biggest financial transactions of their lives have a right to expect us to look professional,” she says. “Dress for the level of affluence and prestige that you want to attain.”

hues to succeed in business (without really trying)

Overall perceptions can be greatly influenced by color choices. Keep these color selections and combinations in your wardrobe to communicate the following attributes to your clients:

Reflect Your Market

Sara Austin adheres to her mountain casual style because it’s practical for navigating winter weather and unplowed driveways of unoccupied houses; and it matches the lifestyle her clients are seeking. Ninety percent of her market comprises people who are looking for vacation homes.

“It’s tricky to dress professionally. Many buyers are coming directly off the ski slopes, some still in their ski pants. To connect with them, I think it’s better not to overdress. People expect us to dress like we live and work in the mountains.”

Austin says that jeans are actually the best option because “dogs are an issue all the time. When we look at a property, there are often dogs jumping all over you … and sometimes clients bring their dogs with them. Denim is the only thing hair doesn’t stick to.”

Although she wears slacks or a skirt with a blazer in the summer and for closings, the 9,000-foot elevation requires weather-dependent style choices year-round. Drops in temperature call for layering; and the fact that rain often turns to ice means she has to have sturdy shoes with grips on the bottom.

Because it takes only seconds to make a first impression, it’s critical for REALTORS® to choose a wardrobe that fits their market, their personal style and the image they want to project. And that will inspire confidence rather than “What were you thinking?” eye rolls.

calm and reassuring green, pastels and earth tones

trustworthy tan, camel and yellowed beige combined with navy and medium blue

friendly and approachable mid-brown, beige, camel, tan, light yellow, coral and peach

serious and businesslike navy, charcoal, gray, dark blue and gray-beige

successful burgundy, camel, butternut, salmon and blue-gray

Mary Ellen Collins is a writer based in St. Petersburg, Florida.

Source: www.imagoimage.com/2007/09/18/influence-with-color-psychology.

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[window of opportunity]

RES ID

T

strategies to grow your business

AL SPECIAL I T IS EN

brand

NEW

If business is slow, it could be time to update your image in the marketplace.

during the housing crisis; by 2010, it was time to sink or swim.

She began to incorporate the “Hey Paula” phrase and a more memorable, newly designed logo into her website banner, mailers, e-newsletters and signs. Wertanen was referred to a graphic designer

By Clare Curley who she was told could create a high-quality logo for a modest fee.

Midway through her brand Seeking something both retro and re-launch, Paula Wertanen, CRS, with Berkshire Home Sercontemporary, Wertanen and the vices in Portland, Oregon, sensed designer settled on a Bewitchedshe was onto something. At coninspired likeness of Wertanen with ferences and events, people were a backdrop of area landmarks. To greeting her by saying, “You’re that update her image and education ‘Hey Paula’ girl” — a good sign, alike, she dove into networking, since the two-word phrase was cen- held a focus group of friends and tral to her recent rebranding effort. business colleagues and became Revamping one’s professional a Senior Real Estate Specialist (SRES). In less than two years, her image doesn’t happen overnight, net sales had doubled compared to but most agents her highest pre-recession levels. should be able to

BY THE NUMBER S recognize when it’s By 2012, there were time for a change. For Evaluating Your Brand example, Wertanen Successful branding starts with a watched her sales clear understanding of what you real estate agent videos on YouTube. plunge 75 percent can offer and what your customers

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need. Wertanen already had a passion for working with the elderly before getting her SRES. Yet even the most seasoned REALTORS® should regularly review their professional strengths, values and purpose, and how they align with their customers’ needs.

Anything from stagnant revenues to client dissatisfaction could signal the existing branding strategy is no longer effective. In the real estate industry, problems tend to stem from these common mistakes: ÄA Ä lack of vision of your core offerings ÄAn Ä inconsistent or outdated marketing package ÄÄCasting too broad a net ÄÄNot understanding clients’ needs REALTORS® should identify the best sources for leads and focus on them. But many agents simply don’t have the time or know-how to track the source of every lead and its eventual outcome. If some

“ The Internet doesn t really care what you look like.

What it cares about is whether you re an expert.”

hours. But she has also invested in new areas of expertise, one of the best ways to strengthen one’s brand, by working – Los Angeles real estate consultant Eric Bryant to earn additional professional designations and certifications. of your leads are generated online, Los Angeles real estate consulGoogle Authorship lets you link content tant Eric Bryant has a suggestion: Rebooting Your you’ve published online to your Google+ account, which enables search engines Isolate them by creating a branded Reputation email and Internet phone number As markets fluctuate, agents should to find more content that you’ve written. that forwards calls to your mobile survey past clients and research phone. Bryant uses Google Voice complaints to unearth the most for this purpose. Using unique Google Authorship will allow pressing needs in their area. Check contact information online, Bryant you to build a trail between your review sites such as Yelp and Trulia, says, could help provide analytics blog or website and your social then launch a broader search of on the effectiveness of your Intermedia profiles, helping to publilocal blogs and social media. All net presence. cize your writing. clients look for trustworthiness, Chances are you are doing a quality that REALTORS® can You Are Your Community demonstrate in many ways. But if something that stands out. A Community is central to any ressimple observation made a huge your brand is in trouble, outside idential brand, and agents should impact for Wertanen: “When consultation may be necessary to seek ways to evoke their communities online and off. If you drive hours to meet clients, however, you might be straining the boundaries of your branded area. “The biggest [branding] mistake is trying to bite off more than a local community,” says Bryant, who teaches Internet marketing courses.

For CRS member Madolyn Greve, Paula Wertanen, CRS, built a name for herself — the two-word phrase “Hey Paula” was central to her rebranding effort.

ABR, with Callaway Henderson Sotheby’s International Realty, the greater Princeton, New Jersey, people greeted me, it was always, get to the root of the problem. area she represents is her brand.

‘Hey Paula.’ They never said, ‘Hi.’” Increasingly, digital tools are She spends thousands of dollars Although 2011 was her worst providing the means for building annually on membership fees to at year economically, Wertanen a positive reputation. As more least eight community and indussays, “It was the best year because homebuyers turn to YouTube and try organizations. This helps her it showed me the power of focus, Google for information, consider trademark herself as the go-to real branding and building a name in these two facts: estate expert to thousands of peo1. Helpful videos. YouTube beats a particular niche.” ple she wouldn’t otherwise meet. out brokerage websites as a “As far as branding goes,” says Clare Curley is a freelance writer based video research destination, and Greve, “it takes money to make in Chicago. consumers increasingly rely on money.” Because she sells multionline videos to find out about million-dollar mansions in the city unfamiliar communities.

Learn more about tried-and-true marketing where she lives, Greve maintains 2. Google Authorship. If you techniques by attending Business Planning and Marketing for the Residential Specialist her image through her impeccalink content you’ve published (CRS 200). bit.ly/1hBHB8S. ble appearance, even during off online to your Google+ profile,

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Becker Properties, San Antonio

PHILIP BECKER, CRS What is a “squeeze page?”

That is a single Web page developed with a single call to action, and it’s a great way to generate leads. For example, a page could say, “Fill out this (very brief) form to get a list of listings in your area,” or “These are the hottest areas in San Antonio.”

What has your CRS training taught you about making those vital connections?

I have taken several CRS courses; Business Planning 200 touched on making connections. But the fact that you’re in a course with 200 people from around the country makes it sort of an open lab!

How did you learn to make so many valuable “ Develop a passion outside connections of real estate, and the to build your What else should You’ve also offered people you get involved with webinars on the business? people know By getting involved. When I about making topic. will naturally come to you first received my REALTOR® connections?

Yes, I offered a CRS webinar when they re in the market license, I got involved I don’t think I can stress this on connecting with younger with as many professional enough: Get involved. Take a buyers.

I get people to think, to buy or sell.” organizations as possible on CRS class in a different state.

“What can I do to find a social the local, state and national Even if it costs more for the What advice do What other strategies outlet?” For instance, in San level, including CRS. I also travel expenses, the referrals Antonio, we have Margarita you have for work for you? investigated industry technol- REALTORS® who you could generate from Mondays. This event is open Don’t be closed-minded. You ogy news to get referrals classmates will more than to all REALTORS® in the want to increase really can work with other area. The group meets once a from people in the industry make up for the cost. their professional agents. I know we all tend to about how they worked. Two People are at the core of networks? see each other as competition, month in a different restaurant, and we just have fun. I of my early contacts, Brian our business. You can look at First, get involved with orgabut everybody wins when Copeland, CRS, and Nobu other REALTORS® as comnizations in the community there is more cooperation. We have a video crew film the ® petition or as partners who event and that gets posted Hata (the director of Digital you serve. That can include should view other REALTORS as partners. can be the best resource you on the restaurant’s Facebook Engagement for the National churches, community sports can have. By building these page, and the events are Association of REALTORS®), teams or volunteer organiHave you made a were able to introduce me to connections, we can continue reviewed on restaurant sites. zations. Develop a passion people around the country.

We are up to our 65th Margar- to change the industry. There outside of real estate, and the connection with other REALTORS® We connected on Facebook ita Monday and we’ve sold five will always be some kind of people you get involved with that has worked and Twitter, which was really marketing tactic that’s shiny homes. It’s all about creating will naturally come to you out well? great, and we used Facebook and new, but your connections that no-pressure situation — when they’re in the market Absolutely! I joined the Broker Gen-Yers and millennials hate with people will make the groups — including the CRS to buy or sell. For instance, Underground, which is a netFacebook group — to stay difference. the hard sell. we heard about Kirby Animal working group for REALTORS® in touch and expand our Care, an animal shelter in our in Austin. One broker I met networks. I try to make the area that was having trouble Philip Becker, CRS, has been a REALTOR® since 2009 and achieved his CRS desin that group referred clients most of technology, whether keeping its doors open. We ignation in 2013. He can be reached at it’s social media, websites held a fundraiser that brought relocating to San Antonio to 830.443.4883 (O), 210.274.2774 (M) me and I’ve sent her people or buyer and seller squeeze in $10,000 for the shelter and or pbecker@becker-realtors.com. Visit him at becker-realtors.com. who are moving to Austin. pages. it led to three sales for us.

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Photo: Darren Carroll

[peer to peer]

profiles of people to watch

To encourage networking and generate referrals, local REALTORS速 participate once a month in Margarita Mondays at various restaurants in San Antonio.

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By Daniel Rome Levine

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dwelling

points

[feature]

A little specialized knowledge will have you towering above the competition in the high-rise condo market.



In Chicago, a city where high-rise condo towers dot the downtown skyline, Jim Kinney, CRS, with Baird & Warner, jokes with colleagues, “You drive to showings; I take elevators.”

Indeed, in his more than 30 years of selling high-rise condo units, Kinney has developed a unique perspective on these buildings.

“I think of them as vertical versions of suburban housing developments,” he says. “They each have their own unique character, sense of community and amenities.”

Knowing the Nuances

Having expert knowledge of the buildings in your market and the ability to communicate their unique differences to clients from memory quickly and efficiently is a key to success in this market, says Kinney.

“You have to be familiar with each building’s

characteristics, its pluses and minuses, all its nuances,” he says.

High-rise condo buildings present REALTORS® with a multitude of special challenges they wouldn’t normally face selling single-family homes — from rules regarding pets, to fees and assessments, to noise regulations, to restrictions on rentals.

But succeeding in this market is not a tall order. Armed with a detailed knowledge of the buildings in your city, you can set yourself apart from the competition and gain the long-term trust of clients who are seeking the

convenience and ease of high-rise living and the lifestyle it offers.

The Condo Queens

In Philadelphia, Johanna Loke, CRS, and Jody Dimitruk, CRS, of Berkshire Hathaway Home Services, Fox & Roach, REALTORS®, have each been selling high-rise downtown condos for almost 30 years, and as a team for the last six years. In fact, they are so well known in this niche market they have earned the playful nickname “the condo queens” among downtown doormen. Dimitruk jokes with clients that she is in these buildings so often the doormen actually know her better than her husband knows her.

But the level of expertise these two women bring to their jobs is no joking matter. Knowing the importance high-rise condo buyers place on a stress-free lifestyle with easy access to amenities, the two women can tell clients off the top of their heads not only the floor plans and exact measurements of individual units, but the specific amenities and features of the 20 or so most popular downtown high-rise condos.

Which buildings have a 24-hour desk person and maintenance staff? Which have pools? Which have gyms? Which have yoga rooms? Which have all of the above? Loke and Dimitruk pride themselves on being able to provide these kinds of details and many others to clients instantly without having to scramble for their smartphones or laptops to research the answers.

“To be effective, you have to be a specialist about every building,” says Loke. “That is the only way you can match a client’s specific lifestyle needs to the condo that is perfect for them.”

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dwelling points

[feature]

“ I think of them as vertical versions of suburban housing developments.

They each have their own unique character, sense of community and amenities.”

For instance, many clients Kinney works with are serious about cooking, he says, and only want to work on a gas stove. Establishing this up front as a priority can save a lot of time searching buildings since most high-rise condos in Chicago are all-electric buildings.

Kinney also always asks early — Jim Kinney, CRS in the process about pets because some high rises do not allow them.

“The last thing you want to do is Narrowing the Options spend three days looking at buildBack in Chicago, Kinney spends ings with clients, only to have them a good deal of time interviewing buyer clients early on in the process say, ‘Oh, by the way, we have a Labrador retriever.’ Then you have to find out exactly what they are to go back and start at square one.” looking for in a high-rise condo.

“Give me your wish list,” he tells them. He asks what features and Lifestyle Living amenities they consider “must-haves In Miami Beach, people are drawn and non-negotiable,” and which are to high-rise condos for the stunning ones they feel less strongly about. views they offer of the Atlantic “Asking these simple questions, you Ocean and Biscayne Bay, says Ralph can very quickly narrow the list De Martino, CRS, founder and presfrom hundreds of possible units ident of Ocean International Realty. down to a handful,” he says.

“Living on the beach in a high-rise

condo is a lifestyle,” he says, “I call it urban beach living. The air is fresh, the sun is always shining and you are just minutes away from restaurants and shopping.”

De Martino lives and works on separate floors of a 17-story beachfront high-rise. “I go days without getting in my car,” he says.

High-rise condos account for 90 percent of De Martino’s sales, but in an interesting twist, he has very little face-to-face contact with buyers and sellers. That’s because the majority of waterfront high-rise condo owners in Miami have their primary residences elsewhere and purchase these properties as second homes. “Almost all of my contracts and documents are signed by people [who are] not here,” he says.

Establishing Trust

De Martino’s client base is eclectic and international, with most of his sellers and buyers living in Latin

BY THE NUMBER S

the high life 76

876

floors

feet

72

The tallest U.S. residentialonly condo buildings

861 62 feet

floors

734

floors

feet

56

683 56 feet

floors

673

floors

feet

1

2

3

4

5

8 Spruce Street

Trump World Tower

One Museum Park

The Austonian

Barclay Tower

New York City

New York City

Chicago

Austin

New York City

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dwelling points

64

672

floors

feet

At the Porsche Design Tower, car elevators will enable cars to be parked next to the living rooms.

AMENITIES ALOFT At the Porsche Design Tower, a 60-story high rise under construction in Sunny Isles Beach, Florida, each of the 132 units will have access to an elevator — for the owner’s car.

“You don’t have to leave your car until you are inside your apartment,” boasts the building’s designer on its website. The building is scheduled to be completed in 2016 and other planned amenities include private balcony pools and wine lockers in each unit, plus virtual golf and car racing simulators in a common area.

Amenities found at other luxury high-rise condo towers around the country include performance and theater rooms complete with oversize chairs so residents can take in a concert or a movie, specially ventilated cigar smoking rooms, enclosed community dog run areas where residents can walk their pets, and buildings that offer residents 24-hour butler and maid service.

building that will be a good fit for that,” he says. “You really have to know the specific rules and regulations of each building.”

De Martino and other REALTORS® around the country who have developed a specialized, expert knowledge of high-rise condos have been able to establish themselves as the go-to agents in their local markets for people seeking such properties. And, as

56

647

floors

feet

70

they have helped more and more satisfied clients find their dream spaces in the sky, they too have found their own careers reaching new heights.

Daniel Rome Levine is a writer based in Wilmette, Illinois.

Many high-rise condos are luxury homes.

Download a recording of the CRS webinar Break into and Succeed in the Luxury Real Estate Market, with Jack Cotton, CRS: bit.ly/1kzi6FC.

645 58

floors

feet

644

floors

feet

57

641

floors

feet

6

7

8

9

10

340 on the Park

55 East Erie

Lake Point Tower

River East Center

Grand Plaza Apts.

Chicago

Chicago

Chicago

Chicago

Chicago

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Source: Highrises.com, Inc.

America, Europe and Canada. With so many of his clients outside of Miami, De Martino says building a high level of trust with them is critically important. “Because they are not from here and are not living here, they really have to feel that they can count on you,” he says.

One way De Martino builds this trust is by taking the time to educate clients up front about the widely varying rental restrictions local high-rise condo buildings have in place. This is critical information, he says, because many potential outof-town buyers do not realize they exist. For instance, except for condo hotels, no buildings permit weekly rentals. Only a handful allow 30-day rentals, and those that do, permit it only a few times a year. Some other buildings allow 90-day or 180-day rentals.

De Martino says he has to establish in the very early stages of working with clients why they are buying a high-rise condo and how they plan to use it. “You have to gain a clear understanding of how they picture themselves using a property and then try to find a

[feature]

July Aug

MOVER PHOTOGRAPHER HOUSECLEANER PLUMBER

By Regina Ludes

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Cheryl Kirby, CRS, was preparing one of her listings in the Phoenix area for a showing when she noticed that a neighbor’s lawn across the street had become overgrown with grass and weeds. Concerned that the neighbor’s home would reflect poorly on her listing, she took immediate action. “I knocked on their door, introduced myself, and asked if I could mow their grass,” says Kirby, who is with Keller Williams Integrity First Realty in Mesa, Arizona. “You do what you need to do to help a client. REALTORS® are paid well for what they do and should have the integrity to give their clients their best effort. If you do that, you will have a client for life.”

LANDSCAPER LAWYER WRITER WEBMASTER PAINTER DIRECTOR

P lay According to a March 2014 survey by the National Association of REALTORS®, 9 out of 10 buyers who had recently used an agent reported they were satisfied with the agent’s honesty and integrity, knowledge of the real estate market and understanding of the purchase process.

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But the days when agents could put a sign in the front yard and wait for the phone to ring are long gone. Today’s buyers and sellers are more tech-savvy and knowledgeable about real estate, but they still need a REALTOR®’s guiding hand to navigate the often-complex sales process.

And that means they must sometimes go above and beyond the call of duty to help close a deal. Whether it’s physically moving furniture to get the home market-ready, educating clients about the local real estate market or helping them negotiate an offer, REALTORS® can position themselves to be the trusted adviser their client needs in today’s competitive housing market.

Clearly Communicate Intentions

At the initial meeting with clients, Kirby says she clearly explains her role as an adviser and facilitator of the sales process. “I tell clients that I will not just put a sign on the house and hope it sells. I tell them what needs to be done to get the home sold. I won’t clean their house, but I

Photo: Mike Skalny

What does it take to be recognized as a trusted advisor in today’s competitive housing market?

ELECTRICIAN

service

minded

[feature]

REALTORS速 wear many hats and often go above and beyond the call of duty to close a sale. Cheryl Kirby, CRS, mowed the overgrown lawn of a property across the street from one of her listings so it would not detract from the appearance of the neighborhood.

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service minded

will help them move stuff around to clear up a home. For example, agents can include an space and make it ready for showing,” she says. explanation of current interest rates, the costs Kirby also believes a home that is in good and benefits of waiting to buy or sell a home, condition photographs well and sells faster. the negotiation process and the value of workThat’s why she hires a professional to photoing with a CRS agent. “It’s not about you, it’s graph her listings. “Photos shot from a cell about them,” he says. phone are not the best for marketing and are Dunsten also suggests agents eliminate some an injustice to clients,” she says. of the jargon from their vocabulary to be more On occasion, Kirby has taken hesitant clients accessible to their clients. For example, instead to view other compaof calling themselves a listing agent and saying, rable homes on the ‘I have a listing,’ agents should say, ‘I am a mar“ R EALTORS® are paid market so they can see keting REALTOR®’ and ‘Let’s discuss how we well for what they do and for themselves how can best market your property.’” their home stacks up Carol Murphy, CRS, with Keller Williams should have the integrity to against competing Greater Cleveland West in Westlake, Ohio, give their clients their best properties. “I ask them, believes being a CRS Designee brings value ‘If you were shopping to her client relationships and confirms her effort. If you do that, you for a home, would dedication to her career. She keeps up with her will have a client for life.” you buy this one?’ In education by attending classes, conferences and — Cheryl Kirby, CRS the current Phoenix webinars, and reading industry publications, market, inventory is such as The Residential Specialist. “Picking up up, so there are a lot one marketing tip can make the difference in of choices for buyers. getting the listing or turning an offer to purA home priced right chase into a contract,” she says. and in good condition will stand out,” Attend to the Details Kirby says.

Murphy says that while consistent communication throughout the deal is important, the communicaProvide tion doesn’t end when the title transfers. “I always Relevant Data check in on the buyers [after they have moved into As trusted advistheir new home] to see if everything is okay. If ers, REALTORS® there is an issue with the home, I’ll send a handyneed to provide man to fix it, or if a seller has a concern with the most accurate the settlement statement, I am there to answer housing market data questions. Each call or visit reminds them that our quickly and reliably, relationship is important to me,” Murphy says. says Gee Dunsten, Knowledge of the local market and various CRS, a certified CRS marketing techniques can further position instructor, active agents to be trusted advisers, Murphy says. real estate agent and “When a client understands and knows what to author of Are You the expect in a transaction, then the client is better Go-To Agent? “People are confused today. Agents equipped for the transaction. I am in charge of need to know what’s happening in their local the [sales] process, but my clients are in charge market, why it’s happening and how to explain of all decisions,” Murphy says. it to their clients. Agents have to provide more She advises agents to review thoroughly the relevant data using different channels so clients terms of every offer to purchase. This kind of get the real story, not a distortion of the story,” attention to detail adds to an agent’s professionalism and integrity, Murphy says. “When Dunsten says. an offer to purchase comes in, I read the One of those channels is the listing package, agreement thoroughly. Companies do change which should not be all about the agent and the agent’s firm, but instead should emphasize local the documents from time to time, and it is market information that can help clients make a our obligation to know how the language can knowledgeable decision about buying or selling impact our client.”

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service minded

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Guide the Process

Regina Ludes is a freelance writer based in Chicago.

To learn more about how to serve your customers better, check out the CRS online course, Creating Value for Your Clients at crs.com/education/courses/on-demand/ creating-value-your-clients.

generation gap

Buyers and sellers are not all alike. Younger buyers in their 20s and 30s approach the home sales process differently than older adults, according to the 2014 National Association of REALTORS® Home Buyer and Seller Generational Trends Survey. Specific findings include: ÄÄ All homebuyers, regardless of age, typically began the home-buying process by looking online for properties for sale and then contacting a real estate agent. ÄÄ Younger buyers were more likely to first learn about the home they purchased via the Internet. Older baby boomers and members of the silent generation typically learned about the home they purchased from their real estate agent. ÄÄ Younger buyers relied on real estate agents to help them understand the buying process, while older buyers appreciated REALTORS’® ability to point out unnoticed features or faults with the property. ÄÄ Buyers of all ages were most often referred to their agent by a friend, neighbor or relative, although older buyers were more likely to have worked with the agent they had used previously to buy or sell a home. ÄÄ In choosing a real estate agent, the agent’s honesty and trustworthiness were the most important factors for all ages, except for senior buyers who considered the agent’s reputation as most important. ÄÄ Nearly 9 out of 10 buyers of all age groups were satisfied with their agent’s honesty and integrity, their understanding of the purchase process and their knowledge of the real estate market. ÄÄ Sellers of all ages typically found a real estate agent through a referral or friend, or used the same real estate broker or agent from a previous transaction. ÄÄ While all sellers wanted help in marketing their home to potential buyers, younger sellers were more likely to want their agent to help with selling the home within a specific time frame and pricing the home competitively. ÄÄ Nearly 9 out of 10 buyers say they were likely to use their agent again or recommend the agent to their friends and family.

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Source: 2014 National Association of REALTORS® Home Buyer and Seller Generational Trends, March 2014

Pamela Frohman, CRS, with Prudential Towne Realty in Suffolk, Virginia, says REALTORS® bring value to the table for both buyers and sellers by providing expert negotiating skills, coordinating the details of the transaction and guiding the buyer when choosing other professionals to work with, such as a lender or home inspector.

Frohman says one way agents can add value to their services is by offering staging consultations, which can help sell a home faster than non-staged listings. Frohman works with an assistant who is an Accredited Staging Professional. “Once I decide to take on a listing, the assistant will follow up with the client, preview the home, make suggestions for staging and prepare a time frame when it can be done. Once the staging is done, we take professional photos and put the listing on the MLS.” Frohman says loyalty and honesty are key attributes when working with buyers and sellers.

Agents should always be honest with a client about pricing or the condition of the client’s home, and that honesty can mean possibly losing a listing or sale, a prospect Frohman faces every time she goes on a listing appointment. “I would rather lose the listing by being honest about pricing than to misrepresent the value to the seller,” she says.

REALTORS® need to understand that they are working with a different type of buyer today, which has created a more competitive marketplace, Frohman adds. “I have gone to listing appointments and have been told by the client that they are interviewing other agents. Agents should be prepared to discuss their education and experience and stress their CRS Designation to differentiate themselves from the competition,” Frohman says.

As the real estate marketplace becomes more competitive, REALTORS® who continue to hone their skills, communicate clearly throughout the process and provide sound, practical marketing advice will position themselves to serve their clients’ needs for years to come.

slam dunk [or ]

SPAM JUNK?

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practice

[feature]

How to walk the fine line between keeping clients informed and annoying them with information overload.

By Gwen Moran



After attending a real estate marketing seminar several years ago, Scott Urquhart, CRS, was fired up. The seminar leader’s philosophy was that if marketing is good, then more marketing is better, and the leader encouraged attendees to call and email clients once a month to stay in touch. So Urquhart dove in wholeheartedly. And it was a little awkward.

“I felt like I was overdoing it at that point because I had nothing to say but, ‘Hey. Here I am. I’m here. Just want to give you a quick call.’ And I could feel them [thinking], ‘Okay.

We get the point, Scott.’ So, I backed off,” he says.

Today, the REALTOR® and broker associate with Troop Real Estate Inc., in Camarillo, California, has refined his system to target clients with appropriate communication at varying intervals. He has roughly 330 contacts in his database of current and previous clients, referral sources

and “strong leads.” He parses communication based on the type of contact. Current clients hear from him a few times each week. He mails a branded calendar to his entire list around January 1. “Just listed” postcards go to prospects and former clients he thinks might be interested in new property listings. He tries to call former clients twice a year and mails a newsletter or notepad to his list quarterly. Twice a year, he sends an email newsletter and spends an hour a day posting to Facebook and Twitter. He’s arrived at this system by trial and error, but says he’d rather err on the side of communication that’s a bit too frequent — as long as clients aren’t objecting or annoyed — rather than have people forget about him and risk losing their business.

The 2013 National Association of REALTORS® (NAR) Member Profile revealed that REALTORS® use a variety of communication methods. Members overwhelmingly use email (92 percent) and phone (90 percent) to communicate with their clients and prospects. Texting, social media, and personal and company websites are other vehicles REALTORS® use to keep in touch. But with all of these communication vehicles, the question remains: Where is the line between effective communication and driving clients and prospects away with too-frequent messaging?

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perfect practice

BY THE NUMBER S

REACH OUT AND TOUCH SOMEONE

According to the 2013 NAR Member Profile, members are actively communicating with their clients through a variety of formats:

COMPANY WEBSITE EMAIL TELEPHONE TEXT MESSAGING PERSONAL WEBSITE SOCIAL MEDIA AND PROFESSIONAL NETWORKING SITES PERSONAL BLOG

12%

A Fine Line Between Information and Spam

Striking the right communication balance with clients and prospects depends on where they are in the decision-making process, as well as how and when they prefer to be contacted, says consultant Chris Mulvaney, president of CMDS, a Middletown, New Jersey, marketing firm that works with real estate companies. While you should experiment with frequency to find what works best for you, he recommends the following schedule: ÄÄLeads: When a new listing or buyer lead comes in, the person should be contacted as soon as possible, Mulvaney says. The contact should receive as much follow-up as necessary to secure the person as a client. ÄÄCurrent clients: It’s a good idea to keep in “constant contact” with current clients. Update listing clients frequently on any prospective buyer or marketing activities. Buyers should be receiving regular updates about possible properties for consideration or the status of their transactions. ÄÄRecent clients: Once a transaction has closed, send a follow-up note or small gift to clients to thank them for their business. Add them to your general list, which includes clients, prospects, referral sources and other professional contacts. ÄÄGeneral list: A good foundation communication piece is a quarterly newsletter sent out by email or mail, Mulvaney says. In addition, try to connect with your list members on social media to keep them apprised of the content you post there. Facebook, Twitter, LinkedIn, Instagram and Pinterest can all be useful communication tools. In addition, don’t be afraid to send email or postcard mailings with new listing updates, relevant market data or general advice such as articles on how to choose or sell a home on a regular

basis — perhaps two to three times per month. Experiment to determine the frequency that generates the best response.

Pam Amato, CRS, a broker associate with Coldwell Banker Grass Roots Realty in Grass Valley, California, doesn’t abide by a regular schedule, but she does have what she calls a “hightouch business.” She doesn’t use email or mailers, but prefers to contact prospects by phone and connect with them on her personal Facebook page. As a solo practitioner, she says a very personal approach has worked for her. Because she stays in touch with her previous clients, calling them periodically, they regularly refer friends and relatives to her, she says.

“I think because I’m so genuine, they’ll respond, ‘Oh, I have a friend who’s looking’ or ‘Can you call my neighbor? I think they’ve talked about selling,’” she says. “I know there are a lot of people who send cards on a regular basis to be top of mind. It’s just not how I work.”

Don’t Generalize — Customize

Others prefer a more customized approach. Karen Villa Schweinfurth, CRS, a broker at RE/MAX Northwest REALTORS®, Inc. in Bothell, Washington, makes a point during the first meeting with prospects to find out exactly the preferred form and frequency of communication. Some current clients like weekly status updates, while others prefer to be contacted several times each week, even if there’s nothing new to report. Some clients prefer email, while others prefer telephone or text messaging.

Schweinfurth works mostly by referral, so she doesn’t have a drip email or postcard marketing campaign, although she is active on Facebook, LinkedIn and Twitter, where she provides information about the market, her listings, and her personal

“ Trust me, clients [and prospects] like you to contact them. Once in a while you could overdo it and irritate them, but they want you to contact them.”

—Scott Urquhart, CRS

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94% 92% 90% 74% 64% 56% hobbies and interests. On Facebook, she has both a personal and a REALTOR® page. She typically posts to her Facebook pages three or four times each day.

“Gourmet cooking is my hobby, and I post about food and, of course, my grandson on my personal page, as well as real estate information. My friends and clients see my personal page and comment on my updates, which often leads to referrals from them,” she says.

Bob Leonard, CRS, an associate broker with RE/MAX Associates in San Antonio, isn’t a fan of email because it’s “too easy to delete,” he says. But, like Schweinfurth, he spends some time up front finding out about his clients’ communication preferences. Many are advocates of text messaging, so Leonard finds himself using that and telephone calls most frequently.

He says the key is to pay attention to what your clients and prospects prefer, both in terms of format and frequency.

Making It Work for You

Leonard is a fan of snail mail and sends a monthly newsletter that includes market statistics. He also periodically inserts a small gift or discount card as an incentive to open the newsletter, he says. That combination of relevant information and an incentive yields several phone calls after each mailing thanking him for sending it, he says.

“I know some mailings are going to end up in the circular file along with junk mail. But I think a higher

percentage are opened and stay around a few days. And I think that it honestly has longer staying power — it might stay on their kitchen counter for a few days after they open it,” he says.

Regardless of how you’re communicating, Mulvaney says it’s also important to ensure it reflects your business well: An agent’s messages must be consistent with the image they want to project.

“We work with an agency in Upper Montclair, New Jersey, where [their target listing] is about $750,000-plus. So, the messaging isn’t price-based, it’s more about value and area-specific information, and it’s pretty congruent from channel to channel,” Mulvaney says.

It comes down to adding value, he says. Whether you’re sending mail, calling on the phone or sharing information on social media, if you’re delivering information that is useful to your target audience, frequency becomes less of an issue than if you’re just sending out self-promotion without anything of value to your customers and prospects.

Even after his own experience with contact overkill, Urquhart says it’s important to stay in front of your clients and prospects. While he did slow the frequency of his efforts after he sensed that monthly phone calls and mailings were too much, he still tries to communicate with his audience frequently.

“Trust me, clients [and prospects] like you to contact them.

Once in a while you could overdo it and irritate them, but they want you to contact them. And again, if you’re going to err, do too much versus not enough. Most agents don’t do enough prospecting or contacting rather than too much,” he says.

Gwen Moran is a writer based in Wall Township, New Jersey, and is a frequent contributor to The Residential Specialist.

Beef up your online marketing efforts by checking out the CRS Online Marketing bundle of online courses, available at crs.com/education/courses/on-demand/ crs-online-marketing-bundle.

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A national and local look at the new construction market.

CON STRUCT

ION

ZONE July Aug

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winds

[feature]

of those buildings will be rentals. “A lot of the financing is coming from pension funds, and they don’t want to get in the condo sales game The latest national data on residential because they got burned last time in the Great construction from the U.S. Census Bureau Recession,” says Kevin Birmingham, CRS, with tell a good-news, bad-news kind of story. Let’s Park North Real Estate Group in San Francisco. start with the good news: Building permits This low supply and the general high demand have increased 11.2 percent from March 2013 to in San Francisco means the new construction March 2014. Housing completions are also up — market is very hot. “Right now there are only by 7.7 percent over the same period. And new four projects being actively marketed,” Birminghome prices rose 12.6 percent from March 2013 ham says of condo buildings in the city. The to March 2014 to $290,000, the highest ever largest is 114 units in the Mission District. “It’s recorded, according to the National Association going to be sold-out before it’s finished at the of Home Builders’ analysis of Census data. beginning of next year,” he says. “They sold Now the bad news: Housing starts are down 20 units their first day.” by 6 percent year over year in March. New All condo construction in San Francisco is residential sales decreased 13.3 percent year luxury units, with top-of-the-line appliances and over year in March to their lowest level since finishes standard, he says. New condos sell for July 2013, and they are down 14.5 percent from a little over $1,000 per square foot, a 10 percent February to March of this year. rise from last year, and the median price is But, as any agent knows, real estate is a local currently $1,150,000. game. National data can perfectly match a Birmingham says that working new construcparticular market or be 180-degrees different. tion in San Francisco requires developing good The Residential Specialist talked to CRSs in four contacts with the sales staff at the companies different markets across the country. While the that represent the developers. He says these specifics on starts, sales and supply of new con- companies will put only a “sprinkling” of units struction markets differ, what their clients are in the MLS to drive up demand — and price. looking for in a new home does not: An open “Developers will raise prices on a whim, and you floor plan, a granite and stainless steel kitchen really have to stay in touch with that.” and a luxurious master bathroom stood out in While there’s not enough inventory now, all regions.

Birmingham says that’s not going to improve anytime soon. “Everything in the pipeline Condo Market Hot is being built, and a bunch of new units are in San Francisco coming on next year. But there’s a shortage of The new construction in San Francisco is inventory in years to come,” a fact he attributes mainly condo buildings. And while many a to San Francisco’s particularly cumbersome crane currently lines the city’s skyline, most planning process.

By Gayle Bennett



BY THE NUMBER S

IN THE ZONE

BY THE NUMBER S New home purchases make up

16

%

of the sales market.

431,000

New home sales for the last five years. There was a 5.3 month supply of new houses at the end of April 2014.

374,000 368,000

321,000 2009

2010

2011

306,000 20 14

2012 The Council of Residential Specialists

2013

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trade winds

“ You have to sell people on something they can t see.

You have to give them an idea of what they could do in their home — paint them a picture.”

A Growing Market in Utah County

Utah County, home of Orem and Provo, is a growing area. “We’ve had such a strong economic situation here,” says Sheralyn Bennett, —Sheralyn Bennett, CRS CRS, with Prudential Utah Elite in Orem, Utah. She lists software company Adobe and skin care company Nu Skin as two expanding businesses in the area.

Not surprisingly, that employment growth has led to an increase in new construction over the last few years. Bennett says the builder she works with is selling homes as they are built.

“There’s not much standing inventory,” she says.

Compared to five years ago, that’s a big change — as is the price. In 2009, “the cheapest single-family home you could build would sell

for $150,000. Now it’s about $210,000,” she says, referring to a three-bedroom, two-bath home.

For the last two years, housing starts have increased, though at an increasingly lower rate, a trend she expects to continue this year. In 2013, housing starts increased 8 percent over 2012. In 2012, they rose 13 percent over 2011.

In addition to an open floor plan, she says many of her buyers also want a three-car garage, and, lately, a huge shower in the master bath, but not a tub.

Bennett says she calls on specific skills to serve her new-construction clients, which make up about half of her client base. “You have to sell people on something they can’t see. You have to give them an idea of what they could do in their home — paint them a picture,” she says.

Because of this, she estimates that it takes her new construction clients three to four additional weeks to pull the trigger on a sale.

Therefore, she says, “You need more patience.”

8 months

BY THE NUMBER S

TAKING

INVENTORY

4 months

2 months

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2010

2011

2012

2013

Source: U.S. Bureau of Census data prepared by the National Association of Home Builders

6 months

The number of months supply of new homes has declined over the past five years, from 8.0 months in 2009 to 5.1 months in 2013.

trade winds

Selling at a Comfortable Pace in Huntsville, Alabama

Philadelphia market of Montgomery and Bucks counties. He says the new construction market Like Utah County, Huntsville, Alabama’s econhas been getting stronger over the last three omy is doing quite well. The Redstone Arsenal years, particularly because there’s a shortage U.S. army base is there, and NASA and Boeing of resales inventory available for $500,000 and are major employers in the area. lower. “That shortage is pushing more activity In terms of real estate, “We’re in a hot area to new construction where there is available here,” says Monica Sanford, CRS, with Woodland selection,” he says.

Homes of Huntsville, who works exclusively in According to the 2013 Annual Summary: Subthe new construction market. “Two years ago, division, Land Development and Zoning Activity we were negotiating on contracts.” But today, by the Montgomery County Planning Commis“This is the price of the home, and we are doing sion, the amount of land proposed in 2013 for little negotiation to close the sale.” residential use (828 acres) was almost three According to The Huntsville Development times the 2012 total and the largest acreage total Review, annual construction and real estate data seen since 2007. from the city’s Long-Range Planning Division, New construction in Caracausa’s area comes 1,702 residential building permits were issued in in the form of townhouses. Beyond open floor plans and less formal living areas, his clients Huntsville in 2013, a 5.1 percent decrease from 2012. Sanford says the inventory is balanced at are looking for sun rooms, breakfast bars and about six to eight months. second-floor laundry rooms.

Interestingly, right now Sanford sees good Location is also key. “Buyers of all ages want to be close to a town hub.” The downtown disdemand on homes in the upper range of tricts in many of the boroughs in his area, like $500,000 and in the lower range of $200,000, but not as much activity in the middle. “I’d say Ambler and Lansdale, are being revitalized with that the $350,000 range is my slowest market. shopping, entertainment and dining options.

Typically in the past, that $350,000 was the most “The communities I’ve marketed that are close to robust.” She theorizes this is because those these downtown districts have been extremely who bought in the $200,000s over the past few successful.” years haven’t been able to move up because they Caracausa, whose business is split 50-50 haven’t seen much appreciation. She sees prices between resales and new construction, says increasing this year, so she anticipates more patience and nurturing are even more essential sales in this range. in the new construction market.

Her builder is known for “highly decorative” “Normally a buyer is going to master bathrooms, complete with pillars and visit one, two or three newvaulted ceilings. “People love their jetted tubs, home communities,” but they love them even more when you put he says. “We look at them up on a platform and drop them in and how responsive they tile it out,” she says. are to our follow-up Her advice for agents looking to move into after the initial visit,” and the new construction market is to learn about he carefully tracks those who return your builder’s construction and design speciffor a second look. ics — and how to sell them. “There are builders He says the market is currently balanced for out there that use substandard material and new townhouse and carriage home offerings; practices. They will meet code requirements however, there is a shortfall of new single-family but not manufacturer recommendations, which detached homes. “Single-family detached newwould be higher than the code requirements. If home communities typically fuel the demand you know the differences between those, you in the move-up buyer marketplace,” he says. “As can outsell your competition.” the market conditions continue to improve, existing homeowners are going to demand new A Future Shortage single-family detached-home communities as a in Suburban Philly? choice in the marketplace.”

David Caracausa, CRS, with Coldwell Banker Premier Properties, services the suburban Gayle Bennett is a writer and editor based in Washington, D.C.

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CONSUMERS WHO BOUGHT A NEW HOME DID SO TO AVOID RENOVATIONS OR PROBLEMS WITH PLUMBING OR ELECTRICAL AND FOR THE ABILITY TO CUSTOMIZE THEIR HOME. —National Association of REALTORS® 2013 Profile of Home Buyers and Sellers

Find detailed data about the most popular characteristics of newly built homes at www. census.gov/ construction/ chars/ highlights.html.

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resources for learning & leisure GOOD READS

FORGET ABILITY,

cultivate agility

A veteran sales strategist aims to give you the knowledge and skills to become a highly effective seller in a brief span of time.

Reviewed by Allan Fallow



sales code when you don’t have to,” writes Konrath. “You can actually learn these agile strategies; there’s no magic involved.”

So following Konrath’s maxim that top sellers are agile learners who know “what it takes to dive into a new situation and figure it out quickly,” let’s get right to her selling tips.

Jill Konrath didn’t put her finger on the key to sales success until the day she had to address a young sales force about her early days in the field. That’s when it hit her that many of the “things she just did” — viewing matters from the client’s perspective, handling fear, adopting a Buyers Have Changed never-fail mind-set — had actually Today’s Web-savvy buyers use been vital contribuonline resources to “self-educate,” tors to her success, says Konrath, jeopardizing the first as a sales rep for seller’s traditional role of educator.

AGILE SELLING: Xerox and later as a And by the time a buyer finally Get Up to Speed Quickly consultant to Hilton, decides to engage, he or she is in Today’s EverMicrosoft, Staples “often 60 to 70 percent of the way Changing Sales World and IBM. through the buying process.” This

by Jill Konrath, But what mattered gives buyers more power than ever.

Portfolio/Penguin, most, writes Konrath It also raises the bar for sales256 pages, $27.95 in Agile Selling, was people: “Unless we meet [buyers’] her capacity to “get expectations, they won’t talk with up to speed quickly us or buy from us.” and rapidly adapt to changing But Konrath is not here to conditions.” She dubs this trait talk you out of a career in sales. “sales agility” and has no intention Instead, she wants to inspire you of keeping it to herself: “There’s no to embrace your chosen profession, reason you should be stumbling pointing out that modern buyers around trying to crack the elusive identify the sales experience

July Aug

34

The Residential Specialist trsmag.com

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itself, not the product, as the key differentiator in their decision to purchase. “That means you matter,” writes Konrath, “more than what you sell, what it costs and who you work for.”

Not only that, but you matter in ways you might never have considered: Prospects want you to know their business and help them figure things out; they want “ideas, insights and information that you don’t necessarily have right now.”

In short, to become an agile seller, you must first become an agile learner. Toward that end, Konrath presents 63 sales lessons, each just three or four pages long, designed to make learning agility your new competitive advantage. Although some of these verge on the simplistic, Agile Selling makes an ideal “daily devotional” for newbies and veterans alike. Here’s a quick sampling of the author’s takeaways likely to prove most useful: ÄAccept Ä that the resistance — defined by Steven Pressfield in The War of Art as “an invisible force that opposes you any time

you try to accomplish something significant or make any improvement in any area of your life” — is going to be a normal part of your learning process.

Then let this acceptance propel you forward. ÄÄRather than setting “stretch” goals, set reachable ones. In a study by psychologist Don VandeWalle, salespeople who set incremental “getting better” goals attained significantly better results than those who aspired to hit home runs. ÄÄDon’t flip out if — no, make that when — you screw up. Far from being personal, writes Konrath, failure is a natural part of your professional education. Reframe your failures as valuable learning experiences and you’ll stop being so hard on yourself. ÄTo Ä find out why clients buy your service or product, conduct brief, informal phone interviews of people who have become customers of your company in the last six to 12 months. “Don’t be shy about this,” Konrath urges. “You’ll be amazed at what you can learn and just how valuable it can be in your sales initiatives.” Ä“Get Ä over yourself” by being willing to ask questions of both the upstart salespeople and seasoned pros in your organization.

These queries can be as specific as “What do you say when you contact people by phone?” or “Can you show me some sample emails you use in prospecting?”

Too many of us equate asking for help with weakness, says Konrath, when it’s actually “a sign of strength. It’s another way to slash your learning curve.

Plus, the suggestions you get will enable you to close more deals sooner.” Ä“Power-pack” Ä your day by putting off checking your email first

“ Modern buyers identify the sales experience itself, not the product, as the key differentiator in their decision to purchase.” thing in the morning. Rather, first prioritize the day’s tasks, then attack the priority at the top of your list before anything else. ÄÄMultitasking narrows your cerebral bandwidth, so resist the temptation to indulge in it. Male REALTORS® are apparently at greater risk here than their female counterparts; whereas attempting to perform two cognitive tasks simultaneously lowers a woman’s IQ score by an average of 5 points, it lowers a man’s by a catastrophic 15. ÄAim Ä your sights a little higher.

Salespeople who ply their craft with “noble purpose” — Lisa McLeod’s term for the desire to make a positive difference in a customer’s life — outperform salespeople who focus exclusively on sales goals and financial rewards.

YO U M I G H T A L S O L I K E …

THE IMPROBABILITY PRINCIPLE

by David J. Hand (Scientific American/Farrar, Straus and Giroux) 288 pages $ 20.34/hardcover A statistician explains why miracles are more common than you think.

THE PROMISE OF A PENCIL

by Adam Braun (Scribner) 272 pages $ 19.08/hardcover How a young man started a school-building charity with $25.

MOMENTS OF IMPACT

by Chris Ertel (Simon & Schuster) 272 pages $ 18.90/hardcover

Oh, and guess what? Sometimes the prime beneficiary of noble purpose is yourself: “My experience shows me that when salespeople ‘get’ the impact of their products or services,” Konrath concludes near the end of Agile Selling, “they’re much more persistent.”

In other words, knowing your value — and knowing the value of what you sell — can make you more resilient when the going gets tough, “which it inevitably will,” says Konrath. Good thing we have Agile Selling nearby to keep our sales skills lithe and limber.

Learn how to waste less time by designing strategic conversations.

THANKS FOR THE FEEDBACK

by Douglas Stone and Sheila Heen (Viking Adult) 368 pages $ 21.13/hardcover Receive feedback gracefully and learn more from it.

Allan Fallow is a magazine writer and book editor based in Alexandria, Virginia.

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G E T T I N G AWAY F R O M I T A L L

FIVE

resources for learning & leisure

1

YUCATÁN PENINSULA, MEXICO

2

hot culinary adventures

Destination cooking school vacations, either including or associated with luxury accommodations, offer a flavorful way to explore new cultures through their cuisine. Here are five culinary adventures to whet your appetite.

Los Dos Chocolate Fantasy Workshop (los-dos.com) Mexico’s Yucatán Peninsula is a Mecca for chocolate cognoscenti. During this 3-day, 4-night, all-inclusive workshop, you’ll discover the ancient Mayas’ culinary heritage through market visits, cacao plantation tours and cooking classes — always with an emphasis on chocolate.

3

CHIANG MAI, THAILAND

MONTALCINO, TUSCANY

Immerse Through

La Canonica Cooking School

(immersethrough.com)

(castigliondelbosco.com)

During an excursion to this culturally significant city in northern Thailand, participants immerse themselves in the native culture — exploring shops, smells and tastes and learning to cook Thai food from the heart.

4

Kitchen-At-Camont (kitchen-at-camont.com)

Gascony, located in southwestern France and known for its bold, rustic cuisine, is home to this three-day culinary retreat. Students learn to break down a 400-lb. charcuterie pig, can foie gras and cassoulet, and shop nearby markets for the day’s freshest ingredients.

GASCONY, FRANCE

5 WALLAND, TENNESSEE

July Aug

36

Each two-hour class focuses on regional recipes. The school sits on 4,000 Unesco-protected acres, surrounded by a winery, an organic garden with 180 vegetable and herb varieties and the luxury Castiglion del Bosco hotel.

Blackberry Farm (blackberryfarm.com)

Nestled on 4,200 acres next to the Great Smoky Mountains foothills, Blackberry Farm hosts cooking classes, wine tastings and elaborately prepared meals. Focused on the earth-to-table philosophy, farmstead artisans lead epicureans through the ground’s gardens and fields.

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YO U M I G H T A L S O L I K E …

THE MAN WHO ATE THE WORLD

by Jay Rayner (Holt Paperbacks) 288 pages $11.67/paperback Restaurant critic Jay Rayner visits high-end eating establishments across the world in search of the perfect dinner.

MY PARIS KITCHEN: RECIPES AND STORIES

By David Lebovitz (Ten Speed Press) 352 pages $22.14/hardcover After spending 10 years in France, a popular food blogger shares recipes that reflect how the French eat today.

KITCHEN CONFIDENTIAL

By Anthony Bourdain (Ecco) 312 pages $9.03/paperback Celebrity chef Anthony Bourdain got his start with this revealing tell-all about what really goes on in the kitchen at your favorite restaurant.

THE MAKING OF A CHEF

By Michael Ruhlman (Holt Paperbacks) 336 pages $12.66/paperback A reporter learns about the basics of cooking and making great food by enrolling at the Culinary Institute of America.

One-Day Essentials

inside

CRS

MAKE A BIG SPLASH

news from the council

Elevate skills and strategies to the next level



The first CRS One-Day-Essentials course, sponsored by Cutco Closing Gifts, was held June 11, 2014, in Chicago’s REALTOR® Building, and attendees responded with overwhelmingly positive feedback about the new educational program.

The Council of Residential Specialists’ brand-new educational courses, CRS One-Day Essentials, focus on the core skills REALTORS® need to take their business to the next level.

The tactics and strategies taught in these courses deliver an immediate benefit to any agent, whether they are new to the business or a veteran CRS. The program’s three different courses are being held in 30 locations across the country through December 2014. Check crs.com/one-day-essentials for course locations, dates and registration.

�Course 1: Converting �Course 2: Win-Win �Course 3: Building Leads into Closings Negotiation Techniques a Team to Grow Course content covers all aspects Learn key strategies to help you Your Business of a successful customer identify the interests of another Learn strategies for delinteraction experience — party in a negotiation, prepare for egating and outsourcing attraction, first contact, needs negotiations and create a game plan, tasks to help agents focus analysis, incubation, converand respond to any issues that may on activities that make sion, closing and beyond. arise during a transaction. them the most money.

Register Today

“ As with all CRS courses, [it was a] wonderful experience, great content, and I know that once I implement what I learned, I will be more successful.”

—Liane O’Keefe, CRS DeKalb, Illinois To Register: Call 1.800.462.8841 or visit crs.com/oneday-essentials.

CRS Designees pay $130 per course, and non-members pay $160. Bundled course discounts: save 10 percent off two courses or 20 percent off three courses. Participants are eligible for eight CRS Education Course credits per course toward the CRS Designation. These eight-hour courses run from 8 a.m. to 5 p.m. with a one-hour lunch break (lunch not provided).

APPS TAKE CENTER STAGE

The “CRS Appy Hour” brought cutting-edge knowledge to members who attended the CRS Midyear Meetings in Washington, D.C., in May. The event, which was held May 15 and sponsored by RealPro Systems, highlighted a host of apps that can help agents do what they do best: serve their clients and run their businesses effectively and efficiently. More than 140 attendees registered to learn about the latest tools available on the market. Recommended apps included everything from document management tools (DocuSign) to project management/customer relationship management tools (RealVolve). See the complete list and descriptions of the recommended apps at bit.ly/1y9AXM2.

LEADERSHIP TRAINING PROGRAM The CRS Leadership Training program is designed for up-and-coming leaders who want to hone their interpersonal, management and leadership skills. For the first time, this program is open to a limited number of paid attendees, in addition to incoming CRS regional vice presidents and chapter presidents.

This comprehensive program is delivered through a mix of webinars and in-person training, culminating with a live Leadership Training Conference Dec. 7–8 in Chicago. Conference topics include: ÄÄ Managing conflict ÄÄ Managing a new volunteer ÄÄ Coaching volunteer leaders

ÄÄ Critical skills to lead ÄÄ Communication skills effectively ÄÄ Chapter administration ÄÄ Engaging young and old alike And more …

This program is an ideal way for CRS members to gain the skills they need to serve in CRS chapter and national leadership.

For more information about the CRS Leadership Training Program and to register, visit crs.com/events/leadership-training-program.

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inside

CRS news from the council

S AV E T H E D AT E

Sell-a-bration® 2015 in Las Vegas

Register before Aug. 1 and save $50 off the regular rate!

TAKE ADVANTAGE OF EARLY-BIRD PRICING

Register early for some big discounts!

CRS DESIGNEES/MEMBERS Early Bird Rate I Early Bird Rate II Standard Rate: $599 $549 $575 (ends Aug. 1, 2014) (ends Nov. 10, 2014) NON-MEMBERS Early Bird Rate I Early Bird Rate II Standard Rate: $649 $599 $625 (ends Aug. 1, 2014) (ends Nov. 10, 2014) Group Rates are also available.

CRS will hold a one-day, pre-event educational program on Feb. 15.

Pricing for the eight-hour course is: CRS MEMBERS NON-MEMBERS $130 $160 For information about Sell-a-bration® 2015 and to register, visit crs.com/events/sell-a-bration, or call customer service at 800.462.8841.



There’s no better way to escape next year’s mid-winter blues and kick-start the New Year than by heading off to Sell-abration® 2015. The Council’s annual educational event will be held at the Paris Las Vegas Hotel and Casino Feb. 16–17, 2015.

Don’t miss your chance to network with other top agents, participate in timely forums and insightful educational sessions, and check out exhibitors’ products and services. This event brings together a host of top professionals who share their tips for success — and build referral relationships that last a lifetime.

Attendees will leave the event with new ideas to immediately implement in their business, and new professional contacts. Agents can also earn 16 credits toward the CRS Designation by attending Sell-a-bration® 2015. The event’s Welcome Reception is sponsored by Cutco Closing Gifts.

“Sell-a-bration® proved to be an uplifting and enlightening game-changer for me,” says Diana Symonds, CRS, who has attended for several years. “The information that was presented was appropriately geared to today’s real estate market.”

Rick Gaviati, CRS, agrees. “The networking, education and the entire experience has been life-changing. My business is always improving because of Sell-a-bration®.”

For information about Sell-a-bration® sponsorship opportunities, please contact Stephanie Crain, CRS director of Business Development, at 312.321.4452 or scrain@crs.com.

“FIND A CRS APP” FOR ANDROID CRS Designees who use iPhones and iPads have appreciated the Find a CRS Mobile App (available at the iTunes app store at bit.ly/1bEUE3L) for several months. Now their Android smartphonetoting colleagues can take advantage of their own version of the same app, available at bit.ly/1ltImQx .

The Find a CRS Mobile App provides a convenient way to help agents and consumers find a Certified Residential Specialist using their Internet-enabled mobile devices. The tool should make it even easier for CRS Designees to make connections and build a more lucrative referral business.

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Whether you’re a current CRS, a REALTOR®, or a consumer looking to buy or sell a home, a few taps of a finger give you access to a database of the top 3 percent of all residential REALTORS®. Search by zip code, neighborhood or agent last name to find CRS agents in a specific area. Once you find an agent you want to work with, simply tap on their contact information to call, text or email.

Download the new Find A CRS Mobile App for Android smartphones at bit.ly/1ltImQx , or the iTunes version for Apple devices at bit. ly/1bEUE3L . Please let us know how you like the app and give us a testimonial about how you used it to make or receive a referral by emailing marketing@crs.com.

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OTHER FEATURES ÄSearch Ä

by City, ÄOne-tap Ä connection to a Neighborhood, Zip Code, CRS via phone call, email State or Last Name or text message ÄSort Ä and filter results by ÄAutomatic Ä offline access criteria such as language for searching when spoken, specialization, data connectivity is not certifications and available designations ÄRegular Ä database ÄStreamlined Ä view updates to ensure you of member profiles, are always equipped including headshot, with the latest list of contact information Designees and contact and biography information

S AV E T H E D AT E

S AV E T H E D AT E

REALTORS GEAR UP FOR NEW ORLEANS ®

SPREAD THE WORD: CRS

It’s time to get ready for the 2014 REALTORS® Conference & Expo in New Orleans, the biggest industry event of the year.

Thousands of top real estate professionals from all over the world will flock to the Crescent City Nov. 7–10, 2014, to learn new ideas, share tips for best practices and make important professional connections.

CRS Designees who attend the conference will walk away with practical advice and strategies to help them close more deals and become inspired to achieve more in their personal and professional lives.

The CRS Annual Business Meetings are held in conjunction with the NAR Conference & Expo, so CRS members who are active on NAR committees or with state lobbying initiatives can participate in both meetings and take advantage of the NAR trade expo and other programs.

CRS meetings start on Wednesday, Nov. 5, 2014, and end on Saturday, Nov. 8, 2014, at the Westin Canal Palace Hotel.

Week 2014 Introduce your colleagues to the benefits of CRS



Visit bit.ly/T1k2KY to register.

A NEW LOOK

l residentia PRO FE S THE CR S N CE FOR

S ION A L

2014

The May/June issue of The Residential Specialist marked ST the debut of a brand-new PECIALI S version of the Council’s award-winning magazine.

LL We’ve redesigned the magazine FU HOUSE to deliver valuable content in a fresh new way. In conjunction with the redesign, we have also launched a dedicated magazine website, TRSmag.com.

You’ll notice several changes in the printed magazine — the new design allows us to deliver more insightful graphics and information to help readers get the most out of the stories. This fresh new version of The Residential Specialist is easier to navigate, and a redesigned Your Home newsletter will continue to be published and posted online with each new issue.

TRSmag.com features all the printed magazine content, in addition to Web-only content, video and multimedia. CRS Designees and Members will also receive a bi-monthly email newsletter featuring links to magazine content. may + june

B US I N E S

L IGE S I N TEL

THE

O ALS THIS IN

ISSUE

guns the CRS young market the the state of house? l is an open how usefu

ard of a postc the power network a referral building up ites ndly webs mobile-frie

trend The growing erational in multigen housing

Many REALTORS® have heard about CRS education and member benefits, but do you know anyone who isn’t involved? CRS Week, coming up Sept. 8–12, 2014, is a great opportunity to introduce your colleagues to all that CRS has to offer and spread the word about the Council across the country.

CRS Week is designed to give agents who may not be familiar with CRS a sampling of the programs that the organization offers and to get them involved with CRS both locally on a chapter level and nationally.

We received encouraging feedback on our inaugural CRS Week in June 2013 and the details for the 2014 event are being finalized. Please take advantage of the complimentary webinar recordings from 2013 and the other CRS marketing resources available at crs.com/events/crs-week, and check back for details about this year’s event as they become available.

Complimentary 2013 Webinar Recordings

ÄThe Ä Five Irrefutable Rules for Listing Success Join Rich Sands, CRS, and discover how to unleash your listing business and catapult it to the next level. ÄPlanning Ä for Profit Chandra Hall, CRS, will teach you the formulas and systems that will allow you to plan for profit and treat your business like a business. ÄCall Ä Me, Maybe?

James Nellis II, CRS, will share lead conversion strategies and tools that will help make your phone ring from both buyers and sellers. ÄWhy Ä the Cloud Rocks Discover the top five reasons to bring your business into the cloud, with Mark Porter, CRS. CRS has a host of resources to help you market yourself to other agents and your customers. Log in to find them at the CRS Resource Center, crs.com/resources/ marketing/crs-marketing-promotional-materials.

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July Aug

CRS

connect expand your network

YOUR CRS

network

WEST

Kathleen O’Donnell, a broker with the O’Donnell Group in Portland, Oregon, earned her CRS Designation in 2012 and quickly took advantage of her CRS connections. A client referred O’Donnell to her brother and his wife who were moving to the area from Wayne, New Jersey. “During my initial meeting with the couple, I asked if they had someone to help sell their home in New Jersey. They said ‘no,’ so I explained what it means to hold the CRS Designation and offered to help them find someone among the CRS membership,” she recalls. After searching the CRS online directory for agents in their area, O’Donnell interviewed several. Within a week of their return to New Jersey, the couple hired Sonja Horvath, CRS, of Coldwell Banker. Within one week of being listed, the home went under contract, thanks to that CRS referral.

CONNECTION PERFECTION

SOUTH

SOUTH

WEST

ABR, CRS, SRES, GRI, CDPE

Lance Jason

Serving Northern Virginia and the Dulles Tech corridor

Broker Owner

www.BocaRatonCondoFinder.com

Re/Max Premier offices in

Ashburn, Fairfax and Leesburg

Realty For Baby Boomers, LLC

lisacromwell@remax.net www.LisaCromwell.com

Specializing in Greater Boca Raton Ocean Front Condominiums.

Direct: 703-999-6535 Office: 703-318-0067

SOUTH

561-290-9866

SOUTH

SOUTH Fort Lauderdale, FL

Leading the way in South Florida Real Estate

Gary Lanham President & Broker CRS, CIPS, ABR, ePRO 954.530.8198

www.lanhamassociates.com

July Aug

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NAPLES, BONITA SPRINGS, ESTERO, FT MYERS—FLORIDA

Marie Pimm,

P.A.

Realtor—CRS, CIPS, e-PRO, GRI

(239) 770-3383

Marie@MariePimm.com www.MariePimm.com

www.NaplesBonitaEsteroHomefinder.com

MIDWEST

NORTHEAST

CANADA

Welcome to the tranquil beauty of the

BLACK HILLS of SOUTH DAKOTA

Your referral source

Proud home of

for the greater

ELLSWORTH AIR FORCE BASE

Pittsburgh

area

I help clients make the Wright move Nancy Wright, ABR, CRS, GRI

RE/MAX Realty Brokers 5608 Wilkins Ave. Pittsburgh, PA 15217 OFS: 412-521-1000 x170 CELL: 412-508-0040 nancywright@remax.net

CRS

CLASSROOM COURSES

CRS 103 — Maximize Your Potential...

Personally and Professionally SEPT. 24 — LAS VEGAS, NEVADA [Barrett & Co., Inc.] 702.252.7100

Instructor: Mark Given, CRS OCT. 29 — KAMUELA, HAWAII [Hawaii Aloha CRS Chapter] 808.733.7060 x105

Instructor: Jackie Leavenworth, CRS

RAPID CITY, SD

Duane Hosek, CRS

Honest-Skilled-Motivated-Full Time

605-391-8424

duanehosek@gmail.com www.duanehosek.com

CRS classroom courses earn either eight credits (for 100-level, one-day courses) or 16 credits (for 200-level, two-day courses) toward the CRS Designation. CRS courses listed below are from July 20, 2014 – October 31, 2014. For more up-to-date listings, visit crs.com.

CRS 121 – Win-Win Negotiations Techniques JULY 23 — ROSEMONT, ILLINOIS [CRS] 800.462.8841

Instructor: Lee Barrett, CRS

OCT. 24 — BATON ROUGE, LOUISIANA [CRS] 800.462.8841

Instructor: Lee Barrett, CRS OCT. 29 — NASHVILLE, TENNESSEE [CRS] 800.462.8841

Instructor: Chandra Hall, CRS

AUG. 6 — FORT LAUDERDALE, FLORIDA [CRS]

CRS 122 – Growing Your Business

by Building a Team

800.462.8841

Instructor: Lee Barrett, CRS AUG. 7 — COLUMBUS, OHIO [CRS]

AUG. 12 — OMAHA, NEBRASKA [CRS]

800.462.8841

800.462.8841

Instructor: Mike Selvaggio, CRS

Instructor: Chandra Hall, CRS

JULY 24 — BOSTON, MASSACHUSETTS [CRS]

AUG. 20 — RENO, NEVADA [CRS]

AUG. 26 — NASHVILLE, TENNESSEE [CRS]

800.462.8841

800.462.8841

800.462.8841

Instructor: Lee Barrett, CRS

Instructor: Mike Selvaggio, CRS

JULY 24 — PHOENIX, ARIZONA [CRS]

SEPT. 18 — NEW YORK, NEW YORK [CRS]

SEPT. 9 — PITTSBURGH, PENNSYLVANIA [CRS]

800.462.8841

800.462.8841

800.462.8841

Instructor: Mike Selvaggio, CRS

Instructor: Chandra Hall, CRS

SEPT. 29 — ROCHESTER, MINNESOTA [Minnesota CRS Chapter]

OCT. 15 — DES MOINES, IOWA [CRS]

OCT. 2 — MIAMI, FLORIDA [CRS]

CRS 120 – Converting Leads Into Closings

Instructor: Mike Selvaggio, CRS

Instructor: Lee Barrett, CRS

952.912.2664

Instructor: Ed Hatch, CRS

800.462.8841

Instructor: Chandra Hall, CRS

800.462.8841

Instructor: Mike Selvaggio, CRS OCT. 8 — SAN FRANCISCO, CALIFORNIA [CRS] 800.462.8841

Instructor: Lee Barrett, CRS

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July Aug

CRS

connect expand your network

CRS CLASSROOM COURSES

CRS 122 – Growing Your Business

by Building a Team (Cont.)

OCT. 16 — VIRGINIA BEACH, VIRGINIA [CRS] 800.462.8841

Instructor: Mike Selvaggio, CRS 800.462.8841

CRS 200 — Business Planning and Marketing for the Residential Specialist AUG. 19–20 — SAN GABRIEL, CALIFORNIA [West San Gabriel Valley Association of REALTORS®] 626.288.6212

800.532.1515 x1

Instructor: Mike Selvaggio, CRS

Instructor: Chandra Hall, CRS

SEPT. 24–25 — HUNTSVILLE, ALABAMA [North Alabama CRS Chapter]

CRS 206 — Technologies to Advance Your Business

256.656.3679

JULY 29–30 — SAN GABRIEL, CALIFORNIA [West San Gabriel Valley Association of REALTORS®]

Instructor: Frank Serio, CRS OCT. 20–21 — SALEM, OREGON [Oregon CRS]

626.288.6212

Instructor: Mike Selvaggio, CRS

Instructor: Jackie Leavenworth, CRS

OCT. 8–9 — LUBBOCK, TEXAS [Lubbock Association of REALTORS®] 806.795.9533

Instructor: Mark Porter, CRS

512.454.7636

Instructor: Mike Selvaggio, CRS

OCT. 14–15 — WARNER ROBBINS, GEORGIA [Georgia Association of REALTORS®]

CRS 202 – Effective Buyer Sales Strategies

678.597.4124

Instructor: Robert Morris, CRS

AUG. 6–7 — HONOLULU [Hawaii Aloha CRS Chapter]

Instructor: Mark Given, CRS OCT. 16–17 — ANCHORAGE, ALASKA [Alaska CRS Chapter] 907.561.2338

Instructor: Gee Dunsten, CRS CRS 201 – Listing Strategies for the Residential Specialist JULY 23–24 — LITTLE ROCK, ARKANSAS [Little Rock REALTORS® Association] 501.860.0400

OCT. 28–29 — COUNCIL BLUFFS, IOWA [Nebraska CRS Chapter]

808/733.7060 x 105

Instructor: Chandra Hall, CRS

800.777.5231

Instructor: Mark Porter, CRS

SEPT. 10–11 — SPOKANE VALLEY, WASHINGTON [Washington CRS Chapter]

CRS 210 — Building an Exceptional Customer Service Referral Business

866.556.5277

Instructor: Mike Selvaggio, CRS SEPT. 18–19 — PALM DESERT, CALIFORNIA [California Desert Association of REALTORS®] 760.346.5637

Instructor: Rich Sands, CRS

334.321.0606

SEPT. 25–26 — LAS VEGAS, NEVADA [Barrett & Co., Inc.]

SEPT. 15–16 — TULSA, OKLAHOMA [Greater Tulsa Association of REALTORS®] 918.663.7500

Instructor: Chandra Hall, CRS SEPT. 16–17 — HESPERIA, CALIFORNIA [Victor Valley Association of REALTORS®]

SEPT. 6–8 — FARMINGTON, MICHIGAN [Greater Metropolitan Association of REALTORS®] Instructor: Frank Serio, CRS

Instructor: Ed Hatch, CRS

Instructor: Mark Given, CRS

Instructor: Lee Barrett, CRS

248.478.1700

954.563.7261

951.894.2571

702.252.8906

Instructor: Ed Hatch, CRS

SEPT. 23–24 — FORT LAUDERDALE, FLORIDA [Greater Fort Lauderdale REALTORS®]

OCT. 2–3 — HEMET, CALIFORNIA [Southern California CRS Chapter]

Instructor: Frank Serio, CRS

AUG. 11–12 — AUBURN, ALABAMA [Lee County Association of REALTORS®]

OCT. 22–23 — COLORADO SPRINGS, COLORADO [Chandra Hall Seminars] 719.633.7718

Instructor: Mark Given, CRS OCT. 23–24 — PEORIA, ARIZONA [Arizona CRS Chapter] 623.931.9294

Instructor: Chuck Bode, CRS

760.244.8841

Instructor: Frank Serio, CRS SEPT. 22–23 — LAS VEGAS, NEVADA [Barrett & Co., Inc.] 702.252.8906

Instructor: Lee Barrett, CRS The Residential Specialist trsmag.com

931.552.3567

OCT. 27–28 — AUSTIN, TEXAS [Austin Board of REALTORS®]

Instructor: Lee Barrett, CRS

42

OCT. 8–9 — CLIVE, IOWA [Iowa Association of REALTORS®]

503.329.0700

OCT. 22 — PORTLAND, OREGON [CRS]

July Aug

SEPT. 22–23 — CLARKSVILLE, TENNESSEE [Clarksville Association of REALTORS®]

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Elective Courses Elective courses vary in length and credits earned toward the CRS Designation. Please visit the CRS website for details at crs.com.

CRS ONE-DAY ESSENTIALS TM 1 2 3

CONVERTING LEADS INTO CLOSINGS WIN-WIN NEGOTIATION TECHNIQUES BUILDING A TEAM TO GROW YOUR BUSINESS

NEW ONE-DAY COURSES FROM CRS THREE NEW COURSES. ONE DAY EACH. OFFERED IN 30 LOCATIONS.

Register now for these upcoming courses at

July 23 July 24 August 6 August 7 August 12 August 20 August 26

Rosemont, IL Boston, MA Ft. Lauderdale, FL Columbus, OH Omaha, NE Reno, NV Nashville, TN

Win-Win Negotiation Techniques Converting Leads into Closings Converting Leads into Closings Win-Win Negotiation Techniques Building a Team to Grow Your Business Win-Win Negotiation Techniques Building a Team to Grow Your Business

CRS MEMBER PRICE: $130 NON-MEMBER PRICE: $160

CRS.COM/ESSENTIALS

SHARE YOUR EXPERTISE

Would you like to be a source for a future story in The Residential Specialist? Send an email to mfenner@crs.com to be added to our potential source list. To see a list of topics we’ll be covering, check out the magazine’s 2014 editorial calendar online at crs.com.

[resources]

reach out to the experts who made this issue happen

MOVER

service

REALTORS® wear many hats and often go above and beyond the call of duty to close a sale. Cheryl Kirby, CRS, mowed the overgrown lawn of a property across the street from one of her listings so it would not detract from the appearance of the neighborhood.

HOUSECLEANER PLUMBER

By Regina Ludes

ELECTRICIAN



Cheryl Kirby, CRS, was preparing one of her listings in the Phoenix area for a showing when she noticed that a neighbor’s lawn across the street had become overgrown with grass and weeds. Concerned that the neighbor’s home would reflect poorly on her listing, she took immediate action. “I knocked on their door, introduced myself, and asked if I could mow their grass,” says Kirby, who is with Keller Williams Integrity First Realty in Mesa, Arizona. “You do what you need to do to help a client. REALTORS® are paid well for what they do and should have the integrity to give their clients their best effort. If you do that, you will have a client for life.”

LANDSCAPER LAWYER WRITER WEBMASTER DIRECTOR

P lay According to a March 2014 survey by the National Association of REALTORS®, 9 out of 10 buyers who had recently used an agent reported they were satisfied with the agent’s honesty and integrity, knowledge of the real estate market and understanding of the purchase process.

July Aug

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EDIT

PAINTER

But the days when agents could put a sign in the front yard and wait for the phone to ring are long gone. Today’s buyers and sellers are more tech-savvy and knowledgeable about real estate, but they still need a REALTOR®’s guiding hand to navigate the often-complex sales process.

And that means they must sometimes go above and beyond the call of duty to help close a deal. Whether it’s physically moving furniture to get the home market-ready, educating clients about the local real estate market or helping them negotiate an offer, REALTORS® can position themselves to be the trusted advisor their client needs in today’s competitive housing market.

Clearly Communicate Intentions

At the initial meeting with clients, Kirby says she clearly explains her role as an advisor and facilitator of the sales process. “I tell clients that I will not just put a sign on the house and hope it sells. I tell them what needs to be done to get the home sold. I won’t clean their house, but I

Photo: Mike Skalny

What does it take to be recognized as a trusted advisor in today’s competitive housing market?

minded

[feature]

PHOTOGRAPHER

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Living It Up

Role Play

Jim.kinney@bairdwarner.com

pamelafrohman@icloud.com

Jim Kinney, CRS Baird & Warner

Carol@CarolMurphy.net

Gee@gee-dunsten.com

REPRODUCE

Gee Dunsten, CRS Gee Dunsten Seminars

Ralph De Martino, CRS Ocean International Realty ralph@oirmiami.com

perfect

[or ]

winds

[feature]

ZONE July Aug

30

The Residential Specialist trsmag.com

of those buildings will be rentals. “A lot of the

By Gayle Bennett financing is coming from pension funds, and they don’t want to get in the condo sales game The latest national data on residential because they got burned last time in the Great construction from the U.S. Census Bureau Recession,” says Kevin Birmingham, CRS, with tell a good-news, bad-news kind of story. Let’s Park North Real Estate Group in San Francisco. start with the good news: Building permits This low supply and the general high demand have increased 11.2 percent from March 2013 to in San Francisco means the new construction March 2014. Housing completions are also up — market is very hot. “Right now there are only by 7.7 percent over the same period. And new four projects being actively marketed,” Birminghome prices rose 12.6 percent from March 2013 ham says of condo buildings in the city. The to March 2014 to $290,000, the highest ever largest is 114 units in the Mission District. “It’s recorded, according to the National Association going to be sold out before it’s finished at the of Home Builders’ analysis of Census data. beginning of next year,” he says. “They sold Now the bad news: Housing starts are down 20 units their first day.” by 6 percent year over year in March. New All condo construction in San Francisco is residential sales decreased 13.3 percent year luxury units, with top-of-the-line appliances and over year in March to their lowest level since finishes standard, he says. New condos sell for July 2013, and they are down 14.5 percent from a little over $1,000 per square foot, a 10 percent February to March of this year. rise from last year, and the median price is But, as any agent knows, real estate is a local currently $1,150,000. game. National data can perfectly match a Birmingham says that working new construcparticular market or be 180-degrees different. tion in San Francisco requires developing good The Residential Specialist talked to CRSs in four contacts with the sales staff at the companies different markets across the country. While the that represent the developers. He says these specifics on starts, sales and supply of new con- companies will put only a “sprinkling” of units struction markets differ, what their clients are in the MLS to drive up demand — and price. looking for in a new home does not: An open “Developers will raise prices on a whim, and you floor plan, a granite and stainless steel kitchen really have to stay in touch with that.” and a luxurious master bathroom stood out in While there’s not enough inventory now, all regions.

Birmingham says that’s not going to improve anytime soon. “Everything in the pipeline Condo Market Hot is being built, and a bunch of new units are coming on next year. But there’s a shortage of in San Francisco The new construction in San Francisco is inventory in years to come,” a fact he attributes mainly condo buildings. And while many a to San Francisco’s particularly cumbersome crane currently lines the city’s skyline, most planning process.



BY THE NUMBER S

IN THE ZONE

BY THE NUMBER S New home purchases make up

16 % of the sales market.

431,000

New home sales for the last five years. There was a 5.3 month supply of new houses at the end of April 2014.

SPAM JUNK?

July Aug

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The Residential Specialist trsmag.com

How to walk the fine line between keeping clients informed and annoying them with information overload.

By Gwen Moran



After attending a real estate marketing seminar several years ago, Scott Urquhart, CRS, was fired up. The seminar leader’s philosophy was that if marketing is good, then more marketing is better, and the leader encouraged attendees to call and email clients once a month to stay in touch. So Urquhart dove in wholeheartedly. And it was a little awkward.

“I felt like I was overdoing it at that point because I had nothing to say but, ‘Hey. Here I am. I’m here. Just want to give you a quick call.’ And I could feel them [thinking], ‘Okay.

We get the point, Scott.’ So, I backed off,” he says.

Today, the REALTOR® and broker associate with Troop Real Estate Inc., in Camarillo, California, has refined his system to target clients with appropriate communication at varying intervals. He’s got roughly 330 contacts in his database of current and previous clients, referral sources

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27

July Aug

368,000

321,000 2009

2010

2011

306,000

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2012 20 14

The Residential Specialist trsmag.com

2013

31

July Aug

Sheralyn Bennett, CRS Prudential Utah Elite

Slam Dunk or Spam Junk?

Karen Villa Schweinfurth, CRS, ABR RE/MAX Northwest Realtors, Inc. karen@karensvillas.com

sheralyn@arivehomes.com

David J. Caracausa, ABR Coldwell Banker Premier Properties

davidc@cbpremierproperties.com

Kevin Birmingham, CRS Park North Real Estate Grp

kevin@parknorth.com

Monica Sanford, ABR Woodland Homes of Huntsville, Inc. msanford@woodlandhomes.com

Bob Leonard, CRS, ABR Re/Max Associates

BobLeonardTX@GMail.com

Pam Amato, CRS Coldwell Banker Grass Roots Realty Pam@PamAmato.com

Scott Urquhart, CRS Troop Real Estate Inc.

scott@scotturquhart.com

Chris Mulvaney CMDS Marketing Agency

chris@cmdsonline.com

44

and “strong leads.” He parses communication based on the type of contact. Current clients hear from him a few times each week. He mails a branded calendar to his entire list around January 1. “Just listed” postcards go to prospects and former clients he thinks might be interested in new property listings. He tries to call former clients twice a year and mails a newsletter or notepad to his list quarterly. Twice a year, he sends an email newsletter and spends an hour a day posting to Facebook and Twitter. He’s arrived at this system by trial and error, but says he’d rather err on the side of communication that’s a bit too frequent — as long as clients aren’t objecting or annoyed — rather than have people forget about him and risk losing their business.

The 2013 National Association of REALTORS® (NAR) Member Profile revealed that REALTORS® use a variety of communication methods. Members overwhelmingly use email (92 percent) and phone (90 percent) to communicate with their clients and prospects. Texting, social media, and personal and company websites are other vehicles REALTORS® use to keep in touch. But with all of these communication vehicles, the question remains: Where is the line between effective communication and driving clients and prospects away with too-frequent messaging?

374,000

Construction Zone

July Aug

practice

[feature]

slam dunk trade

The Residential Specialist trsmag.com

Leave YOUR HOME as is, or personalize the newsletter by adding your photo, logo, address and phone number to the mailing panel.* You can also substitute any article in the newsletter with one of your own.

Edit the newsletter e­ lectronically by downloading the Microsoft Word version at crs.com/ yourhomenewsletter.

PLEASE NOTE: The images featured in the YOUR HOME newsletter may only be used within the PDF version of the newsletter. These images may not be reproduced or republished elsewhere outside of this newsletter format. CRS members are free to re-use the text of the articles contained in the newsletter, however.

Carol Murphy, CRS Keller Williams Greater Cleveland West

jdimitruk@aol.com

ION

July Aug

cherylkirbyaz@gmail.com

Jody Dimitruk, CRS Berkshire Hathaway Home Services, Fox & Roach Realtors

CON STRUCT

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Cheryl Kirby, CRS Keller Williams Integrity First Realty

JLADRE@aol.com

A national and local look at the new construction market.

The Residential Specialist trsmag.com

Pamela Frohman, CRS Prudential Towne Realty

Johanna Loke, CRS, Berkshire Hathaway Home Services, Fox & Roach Realtors

PERSONALIZE, REPRODUCE AND MAIL THIS NEWSLETTER TO YOUR CLIENTS

20 14

Do it yourself with your office copier, or take the newsletter or electronic file (in addition to your photograph and any information you want inserted) to a printer who can prepare and reproduce the newsletter for you.

DISTRIBUTE

MAIL. If you photocopy YOUR HOME or use it “as is,” please note that it is designed to be folded in a Z fold with the words YOUR HOME facing out on one side and the mailing panel facing out on the other side. Postal regulations require that Z folds have three closures (tabs or tape) — one on top in the center and two on the bottom. For your convenience, we have placed asterisks (*) where the closures should be. Be sure to check with your local mailer or post office to make sure you have prepared your mailings properly.

ELECTRONIC FILE. Attach the customized newsletter file to an email to your clients or create a Web link to the file on your website.

Consult your webmaster or technician to make sure the file is prepared correctly for these purposes, since these basic instructions will vary by person and system. * This newsletter is for the exclusive use of CRS members.

your *

home J U LY/A U G 2 014

Tips and tre nd s for homeow ners, buyers and sellers

THE GREAT

outdoors



If you’re thinking about taking a late summer trip with your friends or family, camping offers an affordable and fun option. It not only gives everyone a chance to unplug from their devices and spend some time focusing on each other and nature, but it has even been shown to help children deal with stress and decrease restlessness. This advice from Parents.com will help ensure your camping trip is fun and safe.

No campsite is complete without a fire, so get your whole family involved by sending them to collect wood.

Smaller children can help by picking up small sticks and twigs or bark, while teens and adults can collect larger logs to be used as fuel.

Once the fire is roaring, you’re going to want to cook up some fun and delicious campfire treats. Beyond the classic s’mores, try skewering an unpeeled banana and cooking it on the fire the same way you would marshmallows. Once it’s soft, slice it down the middle, add your own treats like chocolate chips and use a spoon to eat it. Quesadillas are another easy option: Just wrap the uncooked quesadilla in foil and throw it in a cast iron pan or directly on the grill.

Of course, any time you’re in the wilderness and around fire, there is a chance for injury. Make sure you’re prepared to deal with these situations when they arise by packing an emergency supply kit. Items you will want to include in the kit include first-aid supplies, blankets, batteries, water, medication, flashlight, maps, and a compass or GPS.

CLEANING HOUSE While cleaning may be one of the last things on your mind when you’re out in the sun having fun this summer, that doesn’t mean you can’t still take some steps to spruce up your house and prepare yourself for fall. With the following tips from organizedhome.com, you can make your summer more pleasant and ensure the transition to fall goes smoothly.

Easy opening: You’ll be opening and closing sliding doors in your home many times this summer, and if the tracks are dirty, they’ll be more difficult to open. Using a degreasing all-purpose cleaner and a screwdriver covered with a rag, you can eliminate the grit. Simply spray the cleaner into the track, let it sit for a few minutes, and then run the rag through the track to pick up the dirt.

Stop the smell: When it’s really hot outside, a garbage can’s smell can get out of control. To neutralize this, clean the inside of your garbage can by rinsing it with a hose, spraying it with disinfectant and then repeating. Leave it upside down to dry and once you’re done, use trash bags or liners to keep the inside of the can from retaining odor.

Take advantage of the season:

Maintenance and cleaning businesses — like carpet cleaners, gutter services and window washers — are slow in the summer, so look for discounts on these services. Summer is not as busy for the furnace business, so scheduling maintenance for your HVAC system is a great idea. It’s easier to get the serviceman to your house, and you’ll be well prepared for the first cold fall night.

BROUGH T T O Y OU B Y Y OUR A GEN T, A MEMBER OF T HE C OUNCIL OF RE SIDEN T I A L SPECI A L IS T S

Tips and trends for homeowners, buyers and sellers

A MOVING

experience 

Moving is often a stressful experience, even when it goes well. While you may never have a great time boxing up your possessions and moving them to a new place, there are certainly steps you can take to make the experience as easy as possible. Here are a few tips from styleathome.com that can help you save time and reduce your stress when moving.

CHOOSE WISELY: You will want to make sure whatever transportation you choose has enough room for all of your things, especially if the move is far enough that you only want to make one trip. Generally, the contents of a one-bedroom apartment will fit in a 16-foot cube truck, while two or three bedrooms usually fit in a 24- or 26-foot truck. If you’re moving a full house, you can also use a 24- or 26-foot truck, but if you have a lot of possessions, it might require two trips.

MAKE A PLAN: Before you put anything in a box or contact movers, create an itemized list of everything that should be done and follow it as you go. This will make the move

OV

E REFER RA LS!

IL

SAY YES TO CRS EQUAL HOUSING

easier for yourself and others who are helping you.

If you’re using movers, you should also make an inventory as you pack, and check it when you unpack to make sure none of your items were lost.

COMMUNICATE: Once you have a plan, make sure your movers are aware of your requirements. The more information they have about the situation, the less time they will require and the more prepared they will be.

If you’re moving into a condo or apartment, ask your landlord or building supervisor if there is anything you should know about moving into the building. For example, condos often have service elevators you can reserve for the move.

Buying or selling a home can seem like an overwhelming task. But the right REALTOR® can make the process easier — and more profitable.

A Certified Residential Specialist (CRS), with years of experience and success, will help you make smart decisions in a fast-paced, complex and competitive marketplace.

To earn the CRS Designation, REALTORS® must demonstrate outstanding professional achievements — including high-volume sales — and pursue advanced training in areas such as finance, marketing and technology. They must also maintain membership in the National Association of REALTORS® and abide by its Code of Ethics.

Work with a REALTOR® who belongs in the top 3 percent in the nation. Contact a CRS today.

DO YOU KNOW SOMEONE WHO IS THINKING ABOUT BUYING OR SELLING A HOME? PLEASE MENTION MY NAME. This newsletter is for informational purposes only and should not be substituted for legal or financial advice.

If you are currently working with another real estate agent or broker, it is not a solicitation for business.

OPPORTUNITY

*

*

Chicago, IL December 6-8, 2014 Hyatt Chicago Magnificent Mile 633 North Saint Clair Street Chicago, IL 60611

Learn leadership skills that you can apply in all areas of your business. Register now for the 2014 CRS Leadership Training Conference and…

• Attend the live 2-day conference in Chicago for hands-on training • Access 5 live and on-demand webinars that cover critical leadership skills • Receive a Leadership Training Program Certificate

OVER 24 HOURS OF ONLINE AND IN-PERSON TARGETED LEADERSHIP TRAINING FOR JUST $699!

The program provides an engaging experience for chapter officers and members alike – and offers content designed to meet the needs of both our experienced and emerging leaders.

• Learn leadership skills, such as how to build high-performance teams, make effective decisions, manage change, manage conflict, and exhibit ethical leadership.

• Focus on interpersonal skills, such as improving presentation and public speaking skills, coaching and mentoring strategies, effective delegating, active listening, running efficient meetings and prompting interactive discussions/brainstorming.

• Discover useful management strategies for recruitment and retention, attracting the next generation of leadership, creating a strong (face-to-face or virtual) community, financial management and event planning.

CRS.COM/Leadership-Training-Program

ask a

CRS advice from your peers

Q:

WEB SOLUTIONS

How do you track past clients who move? Is there a system or service I need that will help me find these people?

“ I send out first-class postcards in the regular mail to all closed clients. When they move, the postcard is returned, usually with a forwarding address. Then we change it in the system, or if we have an email address, we will email them if they have bought and sold again without us.”

Deb Barouch, CRS  Keller Williams Realty  Portland, Maine  Deb@CallMaineHome.com

“ I have found spokeo.com to be a great resource for finding addresses/phones/emails for clients I’ve lost track of. Once you have that info, any follow-up system will work.”

Nina Gail Betancourt Morgan, CRS  North Country Sotheby’s International Realty  Westchester County, New York  ninagail@gmail.com

“ I use Quantum Digital mail. If an address changes, I get a notification so I can update my list.”

Kathy Devine, CRS  Summit Real Estate  Reading, Massachusetts  kdvine1@verizon.net

Participate in active discussions like this at the Council of Residential Specialists’ LinkedIn page at linkd.in/1o0H9zN.

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The Residential Specialist trsmag.com

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INTRODUCING 5 NEW 8-HOUR CRS WEBINAR BUNDLES

Our most popular recorded webinars have been grouped into 5 themed bundles.

Choose one and gain deeper insights and learn actionable strategies related to‌ LISTINGS MARKETING TECHNOLOGY BUSINESS PLANNING HOT TOPICS Each bundle includes 8 recorded webinars related to these topics and can help you earn 8 credits toward the CRS Designation.

BUNDLE PRICING: CRS Designees CRS Candidates Non-Members

$80 $120 $160

save 10% with coupon code WEBBUN10

www.crs.com/webinar-bundles

SELL-A-BRATION® 2015 February 16–17

“ I LOVED the referral workshop. I had almost an entire notebook filled with notes from the event. I just need to prioritize and get started.”

— Dawn Kent, CRS Coldwell Banker TREG, Greenville, Wis.

“ I love coming to Sell-abration® because of the camaraderie of the attendees and the speakers’ willingness to talk with you.”

— Donna Pudenz, CRS Mid Iowa Real Estate, Carroll, Iowa

Make plans today to join the Council of Residential Specialists and hundreds of your real estate peers for Sell-a-bration® 2015 at the Paris Las Vegas, Feb. 16-17, 2015.

Whether you are a first-time attendee or a Sell-a-bration® veteran, this two-day event offers educational excellence and professional camaraderie. Attendees will walk away armed with fresh ideas, new contacts and a renewed commitment to their business.

Agents can also earn 16 credits toward the CRS Designation by attending Sell-a-bration® 2015.

For information about Sell-a-bration® 2015 and to register, visit crs.com/ events/sell-a-bration, or call customer service at 800.462.8841.

TAKE ADVANTAGE OF EARLY-BIRD PRICING CRS DESIGNEES/MEMBERS Early Bird Rate II Standard Rate: $599 $575 (ends Nov. 10, 2014) NON-MEMBERS Early Bird Rate I Early Bird Rate II Standard Rate: $649 $599 $625 (ends Aug. 1, 2014) (ends Nov. 10, 2014) Early Bird Rate I $549 (ends Aug. 1, 2014)

Group Rates are also available.

CRS will hold a one-day, pre-event educational program on Feb. 15.

Pricing for the eight-hour course is: CRS MEMBERS NON-MEMBERS $130 $160